K-Beauty Captivates APEC... KOTRA Launches at Hong Kong Beauty Expo

Asia’s Largest Beauty Trade Show
Record-High Participation with 203 Korean Companies

The Korea Trade-Investment Promotion Agency (KOTRA) has launched an initiative to further spread the 'K-Beauty Wave'.

KOTRA announced that, starting on November 12, it will operate a unified Korea Pavilion at the '2025 Cosmoprof Asia' beauty exhibition held at the Hong Kong Convention and Exhibition Centre (HKCEC) for three days, in collaboration with ten organizations including the Korea Cosmetics Association. The number of participating Korean companies has reached an all-time high of 203, a 31% increase from last year’s 155 companies.

Seoul Seocho-gu Korea Trade-Investment Promotion Agency (KOTRA) Headquarters Exterior. KOTRA

Korean companies will showcase a diverse range of products, including skincare, makeup, hair care, clean beauty, medi-beauty, and beauty devices, and will have opportunities for on-site consultations and partnerships with global buyers. Five specialized trading companies designated by the Ministry of Trade, Industry and Energy will exhibit products from 30 domestic companies focused on the domestic market or just starting out, and will conduct agency consultations on-site.

Cosmoprof Asia is recognized as one of the world’s top three beauty exhibitions, alongside events in Bologna, Italy, and Las Vegas, United States. It is the largest beauty trade show in Asia, attracting 2,500 companies and approximately 45,000 buyers and visitors from around the globe. This year’s exhibition is drawing particular attention as it takes place at a time when K-Beauty has surpassed 10 billion dollars in exports for the first time last year and is gaining international recognition at events such as the Asia-Pacific Economic Cooperation (APEC) Summit. As of the third quarter of this year, K-Beauty exports reached 8.5 billion dollars, a 15.4% increase compared to the previous year.

On November 11, the day before the exhibition opened, KOTRA, together with the Consulate General of the Republic of Korea in Hong Kong, held a 'Hong Kong Cosmetics Market Entry Strategy Seminar'. Representatives from HKTVmall, the largest e-commerce platform in Hong Kong, and SASA, the largest beauty retail network in Hong Kong, participated as speakers, presenting on ▲local market trends ▲K-Beauty trends on e-commerce platforms ▲strategies for entering offline distribution channels. Local buyers were also invited, utilizing the event as an opportunity for advance promotion and networking.

Hwang Jaewon, Head of KOTRA’s China Regional Headquarters, stated, "Hong Kong is a strategic market with high value as a bridge between Mainland China and the world. As Cosmoprof Asia is the largest stage for K-Beauty exports, we will enhance our results not only through on-site marketing activities but also by leveraging AI-based digital marketing."

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