The Ministry of SMEs and Startups (Minister Oh Young-joo, hereinafter referred to as MSS) and Korea International Exhibition Co., Ltd. (CEO Moon Young-soo) announced that 439 K-beauty companies participated in the '2025 Cosmo Beauty Seoul X K-Beauty Festa' held for three days from May 28 (Wed) to 30 (Fri) and that export consultations worth a total of 110 million USD were held, of which 660,000 USD worth of export contracts (17 cases) were signed on-site and 2.46 million USD worth of contracts are expected to be signed within this year.
This year's exhibition was held successfully on the largest scale ever, with 53,000 visitors, an increase of 5,000 from last year, and 1,903 B2B consultations were held during the event, an increase of 1,001 from last year.
This year, in collaboration with the Ministry of SMEs and Startups and the Korea International Exhibition, we invited 161 overseas buyers from 51 countries, including 27 global big buyers such as Sephora, Unilever, PPIH, and Mercado libre, and supported B2B consultations through pre-matching with overseas buyers to promote exports and overseas expansion of domestic K-beauty SMEs.
Here are some examples of excellent practices from individual participating companies: PalmsbnB (CEO Yongmo Jeong), which participated in the expo, exhibited and sold out four basic and functional cosmetics on site, and Shindo P&G (CEO Dohyun Ahn) successfully exported a new cosmetics brand (DR. OGIDERM) to Vietnam for the first time by utilizing the distribution infrastructure of a Vietnamese buyer (VDA HOLDINGS COMPANY LIMITED). Hanamoa (CEO Yunjeong Choi) received a deal offer from Don Quijote in Japan after export consultation and is currently in follow-up discussions, and an export contract worth up to USD 1 million is expected upon opening a store.
Lee Soon-bae, Director General of Global Growth Policy, evaluated that “This expo was able to conclude with visible results through public-private collaboration, such as expanding visits by promising overseas buyers and improving the quality of participating products,” and emphasized that “We will strengthen customized support such as technology development support and ESG management support so that the K-beauty ecosystem can expand even in rapid changes in the external environment, such as strengthening global protectionism.”
In addition, he said, “We will continue to provide support so that opportunities to actively promote and inform the world of the excellent quality and high level of innovation of K-beauty can expand.”
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