The Ministry of SMEs and Startups announced that it held "K-Beauty GLOW WEEK in Shanghai" to support promising K-beauty companies entering the Chinese market. The event took place at the Fuxing Art Center in Shanghai, China, for two days, starting on January 6th.
The event was attended by 50 domestic K-beauty small and medium-sized brands, including companies designated as K-Export Strategic Products and winners of the K-Beauty Creator Challenge. Following the Ministry of SMEs and Startups' announcement of its global expansion in Seongsu-dong, Seoul, in December of last year, the company has now launched a full-scale market penetration in China.
China holds a significant share of the global cosmetics market and is highly receptive to new products, making it a market of opportunity for small and medium-sized K-beauty and indie brands. This event was planned with the goal of raising awareness of K-beauty brands and expanding their local market share.
The event featured a new product launch competition, a pop-up store featuring 50 products, and live commerce. The pop-up store, organized by product category—face, hair, lips, and body—focused on visitors' experiences. On-site events included K-beauty experience packages and merchandise creation.
The new product competition held on January 7th featured judges from local Chinese organizations and domestic industry representatives. Participating companies will receive preferential treatment in future government export support programs. Additionally, during the event, participating companies held on-site consultations with Chinese buyers, investors, distributors, and online platform representatives.
On the same day, Ms. Kim Hye-kyung visited the event venue, where she presented the competition, toured the pop-up store, and encouraged the participating companies. She also observed the live commerce event and observed the live broadcast featuring Chinese influencers.
Lee Soon-bae, Director General of Global Growth Policy at the Ministry of SMEs and Startups, said, “K-beauty has proven its competitiveness in China based on its quality competitiveness and trend-leading speed,” and added, “We will strengthen K-beauty’s global position by discovering innovative small and medium-sized brands and expanding overseas marketing.”
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