Ministry of Trade, Industry and Energy and KOTRA Dispatch 'K-Beauty' Delegation to Poland and Czech Republic... Expanding Cultural Cooperation

Exhibitions Held to Expand Economic Diplomacy Achievements
32 Korean Companies and 74 Local Buyers Participate

The Ministry of Trade, Industry and Energy and KOTRA have dispatched a 'K-Beauty' delegation to Warsaw, Poland, and Prague, Czech Republic to expand economic and cultural cooperation.

On the 14th, the Ministry and KOTRA announced that from the 9th to the 11th of this month, they sent the 'K-Beauty Economic Cooperation Follow-up Delegation' to Warsaw, Poland, and Prague, Czech Republic. Additionally, they held exhibitions and consultation meetings to expand the follow-up achievements of the Korea-Poland and Czech economic diplomacy. A total of 32 domestic companies and 74 local distribution networks and buyers participated, strengthening economic and cultural cooperation between the two countries.

At the consultation meeting held in Poland on the 9th, 35 local representative distribution chains and buyers participated, conducting 192 one-on-one consultations with domestic companies. A showcase demonstrating promising products was also held on-site, allowing buyers to directly experience the products. Furthermore, in collaboration with the Korean Cultural Center, a space was prepared where visitors could experience Korean culture such as Hanbok, presenting diverse K-Beauty marketing activities.

The event included participation from H Company, a leading Polish drugstore distribution chain operating 381 offline stores specializing in skincare and beauty products. A purchasing manager from H Company stated, "Interest in Asian cosmetics among Polish consumers is high, so we have established a dedicated section in our stores, with Korean products accounting for 70% of it. We are pleased to be able to access various K-Beauty products through this event and plan to expand our Korean product lineup further to introduce them to Polish customers."

Domestic companies participating in Poland's 'K-Beauty Economic Cooperation Follow-up Delegation' event are conducting one-on-one consultations with local buyers. Photo by KOTRA

In the Czech Republic, the 'K-Beauty Showcase Korea Pavilion' was operated in conjunction with the '2025 Czech International Beauty Expo (For Beauty 2025)' held over two days starting April 11. Additionally, 189 one-on-one consultations were conducted between 39 local major distribution chains and buyers and Korean export companies at a separate consultation venue. At the Korea Pavilion, promotional samples and videos were exhibited, makeup demonstrations were held, and influencer marketing was conducted, attracting significant attention from visitors. Moreover, in cooperation with the Embassy of the Republic of Korea in the Czech Republic, a side event titled 'K-Beauty Europe Entry Briefing' was held, inviting the purchasing manager of N Company, the largest beauty chain in the Czech Republic.

Through this follow-up consultation meeting, a total of four contracts and Memorandums of Understanding (MOUs) were signed. Company A, which manufactures and exports cosmetics, signed an MOU for distribution cooperation worth $20,000 annually with Company B, a prominent vendor in the Czech Republic. Company C, which manufactures vegan cosmetics, entered the Czech market for the first time last year through the 'Korea-Czech Business Partnership.' Company C expressed expectations, saying, "Taking this follow-up delegation as an opportunity, we will accelerate collaboration with Central European drugstore chain R Company and officially start exports to Central Europe."

The purchasing manager of R Company, a German drugstore and a leading beauty chain in the Czech Republic, said, "30% of sales of basic cosmetics in the Czech Republic come from K-Beauty products, and we hope to further expand cooperation with excellent Korean beauty companies."

The K-Beauty craze is already rapidly spreading in the global and Central and Eastern European markets. According to the Ministry of Food and Drug Safety, last year, Korean cosmetics exports reached $10.2 billion, a 20.6% increase compared to the previous year, which is 10.9% higher than the record high of $9.2 billion in 2021. The 'growth rate' in the Central and Eastern European region is particularly noteworthy. Exports of Korean beauty products to the Polish and Czech markets, the largest consumer markets in Central and Eastern Europe, are increasing rapidly, significantly exceeding the global and European averages.

Lee Ji-hyung, Director of the Economic and Trade Cooperation Headquarters at KOTRA, said, "Through this delegation, we were able to confirm the strong willingness for business cooperation between the two countries. We will continue to actively explore cooperation opportunities, promote various follow-up support projects, and do our best to ensure that these efforts lead to tangible results for our companies."