"K-Beauty, on the Japan Stage"…KOTRA Supports Export Paths for 100 Korean Cosmetics Companies

'Osaka K-Beauty Showcase' Held from 25th to 27th
Active Proxy Promotion for Domestic and Beginner Company Products

The Ministry of Trade, Industry and Energy and KOTRA announced that they will hold the '2024 Osaka K-Beauty Showcase' in Osaka, Japan, for three days starting from the 25th to support the export of Korean cosmetics companies to Japan.

This showcase was organized to promote products from 100 Korean beauty companies in the Japanese market in conjunction with 'Cosme Week Osaka 2024,' the largest beauty exhibition in western Japan. Approximately 12,000 industry professionals, including local cosmetics distributors and buyers, participate in the exhibition annually.

Foreigners are browsing cosmetics in front of a cosmetics store in Myeongdong, Seoul. Photo by Younghan Heo younghan@

KOTRA has set up a promotional booth at the exhibition hall to promote the participating companies' products to visitors. For domestic and export beginner companies lacking export capabilities, marketing experts from the KOTRA Osaka Trade Center will consult with buyers on behalf of the companies on-site. Participating companies highly appreciated the opportunity to promote their products while saving time and costs associated with overseas business trips, with about 200 companies applying.

Buyers visiting the exhibition booths mainly inquired about "which brands are popular in Korea but have not yet been launched in the Japanese market." Products with trendy packaging and skincare products emphasizing ingredients such as vegan formulations also attracted attention. A representative from distributor K said, "It was great to see the rapidly changing trends in the Korean cosmetics market at a glance," and added, "If we find fresh and interesting products, we plan to help them enter major Japanese distribution networks."

Son Hogil, head of the KOTRA Osaka Trade Center, said, "This showcase was organized to timely capture opportunities such as the improvement in Korea-Japan relations and the hosting of the 2025 Osaka Expo," adding, "We will actively support the first exports to Japan of domestic and beginner companies by utilizing KOTRA’s local know-how and network.”