Modelling in Korea: Seoul, the industry and MOMO Agency
South Korea is one of the fastest-moving fashion and beauty markets in the world, and Seoul is where almost all of it happens. This guide gives international models a clear picture of the country, the city, the industry and the agency that brings models here.
- Seoul is the centre of Korea’s fashion, beauty, advertising and e-commerce industries.
- Korean cosmetics exports reached a record of about US$11.4 billion in 2025, and brands constantly need fresh campaign and product imagery.
- International models are booked for K-beauty, e-commerce lookbooks, fashion editorials, Seoul Fashion Week and global brand campaigns.
- MOMO Agency is a model agency in Gangnam, Seoul that casts international and Korean models and sponsors C-4 and E-6 work visas.
South Korea at a glance
South Korea is a country of about 51 million people in East Asia, with one of the most connected, design-conscious consumer cultures in the world. Korean pop culture, from K-pop and K-dramas to K-beauty, now has a global audience, and that influence feeds directly into fashion and advertising.
For models, what matters is simple: Korean consumers buy a lot of fashion and beauty online, brands release new collections and products quickly, and every launch needs images and video. That creates a steady stream of shoots throughout the year.
Why Seoul is the place to be
Almost every Korean fashion label, beauty brand, advertising agency, photo studio and production company is based in Seoul. Neighbourhoods such as Gangnam, Apgujeong, Cheongdam, Seongsu and Hannam are full of studios, showrooms and flagship stores, so a typical working day moves between castings, fittings and shoots in a small area.
Seoul is also easy to live in. The subway reaches every part of the city, public transport is inexpensive and signs are in English. The city is widely regarded as one of the safest large cities in the world, which matters when you are working long days in a new country.
The Korean fashion and beauty industry today
Three forces drive demand for models in Korea:
- K-beauty. Korean cosmetics exports hit a record of roughly US$11.4 billion in 2025, with the United States now the largest market. Brands selling worldwide want campaigns that speak to customers in Europe, the Americas and Asia, which is a major reason they cast international faces.
- E-commerce and lookbooks. Korean online fashion platforms and brand stores publish new product images every week. Lookbook and catalogue shoots are frequent, fast and repeatable work.
- Fashion and global brands. Seoul Fashion Week runs twice a year, Korean designers sell abroad, and international labels use Seoul for Asian campaigns and events.
| Type of work | What it looks like | Typical frequency |
|---|---|---|
| Beauty & cosmetics | Product campaigns, close-ups, social content | All year |
| E-commerce & lookbook | Studio shoots for online stores and brand catalogues | Weekly, all year |
| Fashion & editorial | Magazine stories, designer lookbooks, Seoul Fashion Week | Seasonal peaks in spring and autumn |
| Commercial & advertising | TV, online ads, brand films, events | Project based |
About MOMO Agency
MOMO Agency (모모에이전시) is a model agency based in Gangnam, Seoul. We cast international and Korean models for advertising, beauty, fashion, lookbook and video productions, and we work with brands, production companies and agencies across Korea.
For international models, MOMO acts as your Korean agency and visa sponsor. We prepare your contract and invitation, handle the Korean-side paperwork for C-4 (short-term) and E-6 (long-term) work visas, and our bookers manage your castings and jobs once you arrive.
- Office: 5F, 7 Dosan-daero 19-gil, Gangnam-gu, Seoul
- Model applications: momoagency.model@gmail.com
- Recruiting: year-round, mainly Western models (Europe, North and South America) and East Asian models (Japan, China, Hong Kong, Taiwan, Singapore)
Frequently asked questions
Is Seoul a good market for international models?
Yes. Seoul has steady demand from K-beauty, e-commerce and fashion brands throughout the year, and many brands specifically cast international models for global campaigns.
Where is MOMO Agency located?
MOMO Agency is located at 5F, 7 Dosan-daero 19-gil, Gangnam-gu, Seoul, South Korea.
Does MOMO Agency sponsor visas?
Yes. MOMO Agency sponsors C-4 short-term and E-6 long-term work visas for the international models it represents.
This guide is written by the booking team at MOMO Agency, a model agency in Gangnam, Seoul that recruits international models and sponsors C-4 and E-6 work visas. Visa and tax rules can change; we confirm current requirements for every model before they apply.
Ready to model in Seoul?
Open call · Always recruiting · momoagency.model@gmail.com