KITA Hosts 'Tokyo K-Premium Consumer Goods Expo' in Japan... 'K-Beauty' Local Interest Doubles

The Korea International Trade Association, in partnership with Exporum Co., Ltd., is hosting the "2026 Tokyo K-Premium Consumer Goods Expo" at the Sunshine City Convention Center in Tokyo, Japan, for three days from April 16 to 18, 2026.

The K-Premium Consumer Goods Expo is an annual B2B exhibition and consultation event organized by the Korea International Trade Association in major cities overseas. It serves as a platform that directly connects Korean consumer goods companies with local buyers, supporting them in achieving tangible export results.

This year marks the 25th edition of the event in Japan alone, and it has been organized to expand the K-beauty boom-which has maintained the No. 1 market share in the Japanese imported cosmetics market for four consecutive years-into other consumer goods sectors such as food and daily necessities. A total of 81 leading Korean consumer goods companies hoping to enter the Japanese market are participating, conducting approximately 800 one-on-one export consultations with around 600 Japanese distribution buyers across the categories of beauty and cosmetics, food, daily necessities, and home appliances/IT (information technology).

Vice Chairman Lee Inho of the Korea International Trade Association and other key attendees are touring exhibition booths at the "2026 Tokyo K-Premium Consumer Goods Expo" held by the Korea International Trade Association in Tokyo, Japan, on the 16th. Korea International Trade Association.

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In particular, this year has seen the number of participating Japanese buyers nearly double compared to last year (305 companies), indicating a significant increase in local interest in K-consumer goods. Among the participants are more than 50 major buyers, including large-scale distributors such as Pan Pacific International Holdings (parent company of Don Quijote), AEON Retail, Marui, Bic Camera, and Loft, as well as distribution chains of general trading companies like Itochu, Sumitomo, and Sojitz.

In addition to business consultations, there are also B2C events where buyers and general consumers can directly experience and enjoy the offerings. Programs include the "K-Street Food Market," where visitors can try Korean street food, and a local fan meeting with actor Yoo Seungho, who attended the opening ceremony as a special guest, which drew significant attention.

The Korea International Trade Association is holding the "2026 Tokyo K-Premium Consumer Goods Expo" at the Sunshine City Convention Center in Tokyo, Japan, on the 16th. Korea International Trade Association.

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At the opening ceremony, Lee Inho, Vice Chairman of the Korea International Trade Association, stated, "K-consumer goods are not a temporary trend, but a pillar of the premium market with quality and brand power. We will actively support the expansion of the K-beauty boom in Japan into food, living, and other sectors, so that the local presence of Korean companies can lead to broader and more sustainable results."

Starting with Tokyo, Japan, the Korea International Trade Association plans to continue hosting the "K-Premium Consumer Goods Expo" in major cities around the world, including Ho Chi Minh City, Vietnam (June), Paris, France (June), Jakarta, Indonesia (September), and Los Angeles, USA (October), to support overseas market expansion for domestic consumer goods companies.

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