KOTRA Supports 'Export Plus' Consultation with Cosmetics Research Institute and the U.S.

'K-Lifestyle USA 2022' Held for Three Days Starting from the 30th

Exterior view of KOTRA headquarters in Yeomgok-dong, Seocho-gu, Seoul. (Photo by KOTRA)

[Asia Economy Reporter Moon Chaeseok] KOTRA is launching its active small and medium-sized enterprise export support program 'Export Plus' in the United States as well. This time, it will provide support for consumer goods companies such as cosmetics.

On the 30th, KOTRA announced that it will hold 'K-Lifestyle USA 2022' in New York, USA, together with the Korea Cosmetic Industry Institute to support the export of Korean consumer goods companies to the US market. The three-day event starting from this day will feature programs such as ▲online-offline linked (O2O) sample exhibition ▲online export consultation ▲webinars on ESG (environment, social, governance) management strategies, US trademark and labeling laws ▲and Hallyu marketing performances.

The O2O sample exhibition will be held at American Dream, the largest shopping mall in the northeastern United States. Products from 87 consumer goods companies in beauty, food, fashion, and other sectors will be displayed, with QR codes placed next to samples to enable immediate online purchase. US buyers can directly experience samples on-site and conduct purchase consultations. For domestic companies that find overseas business trips difficult, proxy consultations will be conducted locally. Before and after the event, an 'online export consultation' will also be held to support consultations between buyers who cannot visit the site and domestic companies.

Marketing support for participating companies will be provided through Hallyu events. Programs such as ▲K-POP dance ▲Taekwondo demonstrations ▲traditional Korean dance performances will attract visitors' attention. Promotional events like fashion shows and makeup shows using products from participating companies will encourage consumer purchases.

The event is themed around the recently emerging 'ESG' to sustainably expand exports to the US consumer goods market. Sixteen eco-friendly companies in food and beauty sectors and eight social enterprises will participate to actively promote their ESG management activities to the US market.

Activities to attract the '2030 Busan World Expo' are also underway. Various videos and images will be used to promote the global city of Busan to US government officials, corporate representatives, and visitors.

Meanwhile, on the 16th, KOTRA held a 'K-Lifestyle USA 2022 linked webinar' for participating companies. To enhance the competitiveness of promising domestic consumer goods companies in the US market, the webinar provided guidance on ▲ESG marketing and management strategies ▲practical US trademark application ▲FDA regulations on food and drug products and labeling laws related to general consumer goods, attracting the interest of over 100 companies.

Park Seong-ho, head of KOTRA's North America regional headquarters, introduced the event as “a representative project in North America commemorating KOTRA's 60th anniversary and the 60th anniversary of the New York Trade Center.” He added, “We will actively support the entry of our consumer goods products into the North American market by leveraging the popularity of K-content, which has become even hotter with six awards including the Outstanding Lead Actor award at the 74th Emmy Awards for Squid Game.”