Promising K-Beauty Small Brands Eyeing China Gather in Shanghai

Ministry of SMEs and Startups Hosts 'Shanghai K-Beauty Glow Week'

The Ministry of SMEs and Startups announced on the 7th that it hosted 'K-Beauty GLOW WEEK in Shanghai' to support promising K-beauty companies in entering the Chinese market.

The event, held over two days from January 6 at the Fuxing Art Center in Shanghai, China, brought together 50 small and medium-sized K-beauty brands, including companies designated as 'K-Export Strategic Items' and winners of the 'K-Beauty Creator Challenge.'

Han Sung-sook, Minister of SMEs and Startups, is visiting the 'K-Beauty GLOW WEEK in Shanghai' held in Shanghai, China, on the 7th, touring the event venue. Ministry of SMEs and Startups

China, the world's second-largest cosmetics market, is known for consumers with a high level of interest in new products, making it a land of opportunity for small and indie K-beauty brands. This event aimed to promote the excellence of small and indie K-beauty brands and increase their market share in China. It featured a new product launch competition, a pop-up store showcasing 50 products, and live commerce broadcasts.

The pop-up store, which opened on January 6, was organized into exhibition and experience zones by product category, including face, hair, lip, and body. Various events for local visitors were also offered, such as K-beauty experience kits and a 'Create Your Own K-Beauty Goods' activity. The competition held on January 7 was judged by four organizations from China and four from Korea, and participating companies will receive preferential consideration when applying for government export support programs.

Companies participating in the competition and pop-up store also held on-site consultations with local buyers, investors, online platforms, and distributors in China. On the morning of January 7, First Lady Kim Hye-kyung visited the venue, observed the competition presentations and evaluation process, toured the pop-up store, and encouraged the participating companies. She also visited the live commerce area to observe a live broadcast featuring a Chinese influencer. In particular, during her tour of the pop-up store, First Lady Kim showed special interest in products such as formulas based on bee-derived ingredients, vegan cleansers certified by the Vegan Society UK, derma-cosmetics based on dermatological science, and beauty tech products with Chinese patents.

Lee Soon-bae, Director General for Global Growth Policy at the Ministry of SMEs and Startups, stated, "K-beauty demonstrated its outstanding competitiveness at this Shanghai event with its overwhelming quality and trend-leading speed," adding, "We will continue to discover innovative small-brand products and expand overseas marketing efforts to further globalize K-beauty."