THE WHAT? CMG Pharmaceutical has signed a deal with local distributor An Thinh Phat to launch on the Vietnamese market from May. The South Korean cosmetics firm will collaborate with Home & Mall Shopping to produce a dedicated line of beauty products and nutritional supplements for the market.

THE DETAILS According to a report published by Aju Daily, An Thinh Phat will promote CMG’s products via its home shopping, live broadcasting and offline channels

THE WHY? Aju Daily reveals that K-beauty is gaining popularity among Vietnamese shoppers, with exports to Vietnam hitting US$187.5 million in the first six months of 2023, up 43.4 percent year-on-year.