161 Companies from 51 Countries to Participate
Special Zone for Outstanding Beauty Companies
B2B Consultations to Promote Overseas Expansion
This year, the event will be held as the largest expo ever, with the private sector taking the lead and the government providing support through public-private collaboration. The number of participating overseas buyers has approximately doubled compared to last year, with 161 companies from 51 countries?including the United States, Europe, and China?taking part.
A total of 441 K-beauty companies will participate in the exhibition and consultation booths set up in COEX Hall A and the lobby area. A special zone will feature products from 14 outstanding beauty companies that won the "Rookie of the Year" awards, allowing visitors to experience them firsthand. Group pavilions from Bucheon Industry Promotion Agency, Jeju Technopark, and Incheon Technopark will also be established. In addition, the beauty platform company Hwahae will operate a promotional and experience zone to maximize publicity for small and medium-sized K-beauty brands.
Notably, during the expo, more than 1,800 B2B consultations will be supported through pre-matching between overseas buyers?including major North American beauty distributors such as Yes Sales Inc. and Superdrug of the UK’s Watsons Group?and participating companies. This is expected to promote exports and overseas expansion for small and medium-sized K-beauty enterprises.
Private sector experts such as The K Beauty Science and Cosin will also participate. They will host seminars on a range of topics, including global trends in the cosmetics industry, overseas certification systems, and marketing strategies, providing opportunities for information sharing and networking. In addition, a variety of events for general visitors will be held, including makeup demonstrations by global creators and prize giveaways.
Minister Oh Youngju, who attended the opening ceremony, stated, "Last year, small and medium-sized enterprises achieved $6.8 billion in cosmetics exports, making cosmetics the number one export item among SMEs. Such achievements were possible because there is a robust private ecosystem where anyone with innovative ideas and marketing capabilities can easily enter the market."
She added, "The rapidly growing K-beauty industry must set new standards in the global market through innovation that integrates advanced technologies such as AI, biotechnology, and eco-friendly materials. We will continue to support the expansion of the K-beauty ecosystem through tailored support measures, including technology development and ESG management support, so that exporting SMEs can continue to enhance their competitiveness without being swayed by changes in the global environment."
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