Seongnam, the Hub of K-Beauty
Secures a Foothold for Entry into the Local Market
Seongnam City in Gyeonggi Province (Mayor: Shin Sang-jin) announced on October 22 that it operated the Seongnam Pavilion at the Malaysia Beauty Expo & Cosmobeaute Malaysia 2025, the largest beauty fair in Malaysia, held at the Kuala Lumpur Convention Centre (KLCC) from September 30 to October 3, 2025. The city reported export consultation results totaling 5,574,000 dollars (approximately 8.1 billion won).
An overseas buyer is experiencing a beauty device at the Seongnam City company booth set up at the Malaysia Beauty Expo. Provided by Seongnam City
This exhibition, the largest beauty fair held in Malaysia, saw participation from about 1,000 companies representing 60 countries worldwide, and attracted more than 15,000 beauty professionals and buyers to the venue.
Seongnam City operated the "Seongnam Pavilion" together with 10 local small and medium-sized enterprises in the beauty and cosmetics sector, conducting a total of 201 consultations. The city achieved export consultation results of approximately 5,574,000 dollars (about 8.1 billion won) and promoted contracts worth 918,000 dollars (about 1.3 billion won).
Ten companies, including Round Earth Co., Ltd., participated in the exhibition, showcasing a variety of products such as beauty devices and functional cosmetics, and promoting the advanced technology and competitiveness of K-beauty in the local market.
A representative of a Seongnam-based company who participated in the exhibition stated, "Through this exhibition, I was able to directly confirm the high level of interest and demand for K-beauty in the local market," adding, "We will continue to pursue challenges to pioneer overseas markets in the future."
Seongnam City plans to continue providing post-exhibition support, including contract-linked consulting and follow-up marketing, so that the consultation results can lead to actual export contracts.
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