KOTRA Operates Integrated Korea Pavilion at Italy's 'Cosmoprof Bologna' Exhibition

One of the World's Top 3 Cosmoprof Events
275 Korean Companies Participating
Integrated Korea Pavilion Comprises 240 Companies

The Korea Trade-Investment Promotion Agency (KOTRA) announced on the 22nd that it is operating an integrated Korea Pavilion at the 'Cosmoprof Beauty Exhibition,' held in Bologna, Italy, from the 21st for three days.

KOTRA

This exhibition is the oldest among the world's top three Cosmoprof events and boasts the highest prestige in the beauty and cosmetics field. This year marks its 55th edition. The total number of participating companies in 2024 is about 3,000 from 60 countries, fully recovering to pre-COVID-19 levels.

The integrated Korea Pavilion is jointly operated by five organizations and consists of a record-high 240 companies. It is also significant in that participating companies use the unified 'KOREA' brand to further strengthen the brand status of South Korea in the global beauty industry.

About 275 Korean companies are participating in this year's exhibition, an increase of about 10% compared to last year. With strengths such as high functionality, competitive mid-to-low price ranges, and sophisticated product design, the distribution and sales channels in Italy have been continuously increasing to the extent that a K-beauty fandom has recently formed.

To expand the achievements of the integrated Korea Pavilion during the exhibition period, KOTRA is collaborating with 31 overseas trade centers to invite 450 overseas buyers to the site. At the exhibition hall, a ‘K-Beauty Next Promotion Pavilion’ composed of 10 domestic beauty export beginner companies wishing to export to Europe will also be operated. Additionally, on this day, a skin care demonstration event by age group titled ‘K-Beauty Skincare Routine’ will be held. Using local influencers, on-site videos will be produced as social media (SNS) promotional videos to intensively support the process leading up to test orders from local distribution companies in the future.

Yoo Jung-yeol, President of KOTRA, said, "The Bologna Cosmoprof exhibition is an important event to widely promote K-beauty in premium overseas markets including Europe," and added, "KOTRA will spare no effort to support export performance agreements by mobilizing all the marketing know-how and capabilities accumulated so far."

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