Indonesia is eyeing partnerships with Korea in the beauty and wellness sector, leveraging the upcoming Bali Wellness and Beauty Expo 2025, to be held in June.

Speaking at a roadshow ahead of the expo, Zelda Wulan Kartika, charge d’affairs at the Indonesian Embassy in Seoul, noted that as of 2024, trade between the two countries reached $20.9 billion, with a 9.86 percent annual growth rate over five years.

She noted that bilateral trade in goods, alongside technology transfers, extends to the beauty, cosmetics, and healthcare equipment industries, and said she hopes to expand partnerships with South Korea in beauty and wellness.

“Korea’s beauty market is recognized as one of the most influential and trendsetting in the global industry. In 2023, the Korean cosmetics market reached 5.17 trillion won ($3.6 billion), supported by 4,567 beauty-related companies,” she said, citing innovation, sustainability and a strong supply chain as reasons for Korean companies’ success.

With growing Korean demand, Indonesian manufacturers are eager to collaborate with the Korean beauty and wellness industry, according to Kartika.

The Bali Wellness and Beauty Expo 2025, coming up in June, will be a useful stepping stone toward working with Indonesia's wellness sector, she suggested.

“We have four major Indonesian hospitals participating,” said Feri Agustian Soleh of Melali MICE, an event organizer in Bali.

The expo will feature Chinese essential oil companies, Indonesian hospitals like Bali International and Bali Royal, and the Bali Spa and Wellness Association, which will showcase traditional treatments, according to the embassy.

“Resorts such as Babujati and Jidas will join, alongside cultural wellness workshops and international collaborations, including Japanese therapies and Jamu,” Soleh told The Korea Herald. Jamu is a form of traditional Indonesian herbal medicine and treatment.

“We aim to involve everyone from the wellness community … and establish Bali as a long-term hub for wellness events,” Soleh said, inviting Korean companies associated with Herald Media Group to the expo.

The Indonesian Embassy in Seoul and Herald Media Group have facilitated economic and cultural diplomacy by co-hosting the Korea-Indonesia Economic Forum in Seoul and Jakarta in 2023, marking 50 years of Korea-Indonesia diplomatic ties.