'K-Collection' Held from August 1 to 3
50 Companies in Beauty and Household Goods Participated
389 Export Consultations, $12 Million in Follow-up Contracts
The Ministry of SMEs and Startups, together with the Korea Commission for Corporate Partnership and Agricultural and Fishery Cooperation Foundation, announced on August 5 that the 'K-Collection (K-Collection with KCON LA 2025)' event held in Los Angeles, United States, concluded successfully.
Booth view of the 'K-Collection' event held in Los Angeles, USA. Large, medium, and small enterprises and the Foundation for Agricultural and Fisheries Cooperation
The K-Collection, which took place from August 1 to August 3, featured 50 small and medium-sized enterprises (SMEs) in the consumer goods sector, including beauty, household goods, food, and fashion. At the West Hall of the LA Convention Center, where the event was held, an on-site B2C (business-to-consumer) promotional event was conducted. At the same time, 56 local U.S. buyers were invited for one-on-one B2B (business-to-business) export consultations.
Approximately 125,000 visitors attended the promotional event, and the participating companies achieved on-site sales totaling $120,000 (approximately KRW 170 million). In particular, 14 companies, including the beauty brand 'Uniqueme', sold out all of their products during the event. Meanwhile, a total of 389 consultations took place at the export meeting, with follow-up contracts expected to reach about $12 million (approximately KRW 1.66 billion).
Meanwhile, 'Joycos', a domestic cosmetics manufacturer that participated in the K-Collection for two consecutive years, recorded on-site sales of about $5,000 (approximately KRW 7 million). A Joycos representative stated, "It was a valuable opportunity to directly experience the popularity of K-beauty in the U.S. market," and added, "The enthusiastic response from local consumers provided a foundation to further develop our strategy for entering the local market."
The girl group 'HITGS' participated as promotional ambassadors for this event, vividly showcasing participating companies' products and the event atmosphere through pre-recorded videos and social network service (SNS) content. They also visited the promotional event in person, interacted with consumers, and supported SMEs, attracting significant attention.
In connection with this event, the 'K-Beauty Street' pop-up store operated at 'The Source OC' shopping mall in LA from July 30 to August 3 allowed local consumers to directly try out products and experience brands through sampling. This initiative laid the groundwork for linking with online malls and served as a catalyst for expanding sales channels to encourage continued purchases in the future.
The Ministry of SMEs and Startups and the Korea Commission for Corporate Partnership plan to ensure that the achievements of this K-Collection do not end as a one-time event. They will continue to support participating companies through an online special exhibition running until the end of the year, enabling ongoing local marketing and sales activities. This online mall will target American consumers in their teens and twenties as its main audience, utilizing Hallyu content, SNS, and ambassador videos for promotional campaigns, and will focus on digital marketing strategies to penetrate the market.
A representative from the Korea Commission for Corporate Partnership stated, "This K-Collection is a proven example that SMEs can establish themselves in the North American market through not only simple promotion, but also local consumer experience, practical export consultations, and online-offline integration using content." The representative added, "We will further strengthen public-private cooperation to secure practical local sales channels, in addition to policy support."
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