K-beauty distribution and marketing specialist HeBe Korea Corporation (CEO Gong Gyu-jin) announced that it participated in the “Shopee Brands x Creators Summit 2026” held in Ho Chi Minh City, Vietnam, together with Samyang Corporation’s beauty brand “MediAnswer.”

The annual event, hosted by shopping platform “Shopee Vietnam,” brought together about 2,000 participants including brands, sellers, and creators. This year’s summit was organized as a venue to review changes in Vietnam’s e-commerce market and share brand growth strategies.

HeBe Korea Corporation operated an exclusive “Shopee × MediAnswer” booth through its Vietnamese subsidiary “HeBe VN,” showcasing MediAnswer’s key product lineup. On-site, the company focused on boosting brand awareness by actively communicating with industry stakeholders, creators, and consumers.

MediAnswer is Samyang Corporation’s premium derma cosmetics brand, offering products such as retinoid LiftSeal masks and serums, and the ultra-low molecular collagen Nano Shot series, which apply silk hydrogel technology based on domestic manufacturing.

In particular, the booth drew attention with a visit from “Vo Ha Linh,” a popular Vietnamese influencer with approximately 5.7 million followers on TikTok and about 2.22 million followers on YouTube. Vo Ha Linh is regarded as a leading figure in local live commerce, recently recording 500,000 simultaneous viewers on a live broadcast, and received Shopee’s “The Best Breakthrough Livestream Star” award at this summit.

Meanwhile, since introducing MediAnswer to the Vietnamese market in 2023, HeBe Korea Corporation has been expanding its local distribution network. MediAnswer has entered all 326 stores of Hasaki, Vietnam’s largest beauty and drugstore chain, and this year marks the fourth year of its exclusive distribution agreement. Currently, “HeBe VN” directly carries out local marketing in Vietnam, while “HeBe Khmer Beauty” does so in Cambodia.

A HeBe Korea Corporation representative stated, “Based on the distribution and marketing experience accumulated in Vietnam and Cambodia, the company plans to further strengthen its capabilities in operating K-beauty brands in the Southeast Asian market going forward.”

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