KOTRA Operates K-Beauty Pavilion at Nagoya Beauty Products Exhibition in Japan

Enhancing Business Performance Through Invitation by Local Major Distribution Networks

KOTRA will operate a K-Beauty joint exhibition hall at 'Beautyworld Japan Nagoya,' a Japanese cosmetics and beauty products exhibition, for three days starting from the 24th. This exhibition, held for the first time in Nagoya, is expected to attract around 10,000 visitors.

About 50 Korean companies participated in the exhibition hall, showcasing products such as mask packs, perfumes, color cosmetics, wrinkle and acne improvement cosmetics, and hair care. Various events are being held simultaneously, including ▲online export consultations ▲operation of the K-Beauty joint pavilion ▲distribution network entry consultations. Over 100 on-site consultations were conducted at this K-Beauty exhibition hall. In particular, local buyers showed strong interest in mask packs, perfumes, and functional cosmetics for wrinkle and acne improvement.

From January to March this year, Korea ranked first among Japan's cosmetics import countries with $170 million (a 124% increase compared to the previous year, holding a 25.4% market share), followed by France with $150 million (a 110.7% increase compared to the previous year, holding a 22.1% market share). In the early stages of Korean cosmetics entering the Japanese market, they were often evaluated as affordable and effective, but recently, the perception has shifted to high-end brands combining improved quality with unique ingredients and designs.

Nam Woo-seok, head of KOTRA Nagoya Trade Center, said, “We are expanding the support project for Korean cosmetics entering Japan, which started as a promotional event, to include exhibitions and distribution network partnering,” adding, “To expand exports of Korean cosmetics to Japan, we will broaden our performance-oriented and metropolitan-centered support projects to regional cities in Japan.”