Dongdaemun Design Plaza is set to become a showcase of Seoul's increasingly global lifestyle, moving visitors from K-beauty and fashion in the afternoon to running and hip-hop after dark. The Seoul Metropolitan Government said Tuesday that it will host Beautiful Life in Seoul from Aug. 22 to 25 at DDP. The festival brings together 14 interactive programs across 12 indoor and outdoor spaces, combining the fifth annual Seoul Beauty Week with fashion, design, wellness and entertainment. By offering a hands-on taste of how locals live, city officials aim to connect event-driven foot traffic directly with businesses in the surrounding Dongdaemun district. The daytime agenda centers on Korea’s booming cosmetics and self-care industries. Seoul Beauty Week will feature roughly 152 brands spanning skin care, medical aesthetic technology and wellness. Alongside public product showcases, an international trade show will match 115 overseas buyers from 48 countries with local companies for export consultations. Visitors can also participate in personalized styling sessions, attend beauty talks wit