KOTRA Operates Korean Pavilion at Asia's Largest Hong Kong Beauty Expo

Operation of the Korean Pavilion at the "Hong Kong Cosmoprof Asia Exhibition"
99 Korean Companies Participate in the Pavilion... Displaying Cosmetics, Beauty Devices, and More

KOTRA announced on the 16th that it will operate an integrated Korea Pavilion with 10 organizations, including the Korea Cosmetic Association, at the '2023 Hong Kong Cosmoprof Asia' exhibition held from the 15th to the 17th (local time). A total of 99 companies will participate in the integrated Korea Pavilion, showcasing cosmetics, beauty devices, body care products, and more.

The Cosmoprof Asia exhibition is considered one of the world's top three beauty exhibitions. It is the largest beauty exhibition in Asia. Since its first event in 1996, it has been held annually in Hong Kong. Due to the COVID-19 pandemic, it was held online in 2020 and 2021. Last year, it was held in Singapore. This year, it returned to Hong Kong after four years, with participation from over 480 companies worldwide.

Overview of the Integrated Korean Pavilion at the '2023 Hong Kong Cosmoprof Asia' exhibition.
[Photo by KOTRA]

Hong Kong is one of the top four markets for Korean cosmetics exports. Along with China, it is regarded as a major market in Asia. KOTRA opened the Cosmoprof online Korea Pavilion on the B2B platform 'BuyKorea' to promote Korean companies to global buyers online. Digital marketing targeting potential buyers in third countries such as China, Europe, and the CIS (Commonwealth of Independent States) region was conducted through SNS and search engines. Collaborating with four well-known local beauty influencers, SNS marketing activities such as product trials, live broadcasts, and photo postings were carried out.

On the day before the exhibition, the 14th (local time), KOTRA and the Consulate General of the Republic of Korea in Hong Kong held a 'Hong Kong Cosmetics Market Entry Strategy Briefing' for companies participating in the integrated Korea Pavilion. Speakers included the exhibition organizer, the Hong Kong Trade Development Council, local e-commerce platforms, and experts from local law firms. They provided guidance on Hong Kong cosmetics market trends, how to utilize the Hong Kong exhibition, strategies for entering Hong Kong's largest online distribution channels, and procedures for trademark registration and protection in Hong Kong.

Hong Chang-pyo, head of KOTRA's China Regional Headquarters, said, "We will actively support Korean companies to fully utilize the Hong Kong market and target the global premium market."

This content was produced with the assistance of AI translation services.