Invest KOREA

Running a Korean Pavilion for 108 companies at the exhibition starting on Mar. 16
All-out efforts to support domestic companies' achievement through carrying out pre-event promotion online and CPNP-certified webinars

KOTRA (President Yu Jeong-yeol) is to operate a large-scale Korean Pavilion, in which a total of 108 homegrown companies are scheduled to participate, together with the International Beauty Industry Trade Association (CEO and Chairman JT Youn), at the three-day-long 'Cosmoprof of Worldwide Bologna 2023’ on Mar. 16 (local time).

Marking its 54th anniversary, the exhibition is the oldest among the world's top three beauty trade shows and is touted as a prestigious event in the beauty industry. According to its organizer, the number of participants in 2023 amounts to 2,900 from 64 countries, short of 3,000 in 2019 (before the COVID-19 outbreak) but up 11 percent from the previous year, 202re2, ushering in a return of 'Cosmoprof Worldwide' in the post-pandemic era. The follow-up programs, COSMOTALK and COSMOPROF AWARD and other marketing events will be launched as well.

* World's three Cosmoprof Trade Shows: Bologna (in Mar.) Las Vegas (in Jul.) Hongkong (in Nov.)

With the participation of around 250 Korean enterprises, the presence of Korean companies at the Bologna exhibition is getting bigger. Europe has seen more online shoppers with the expanding E-commerce markets, in which the share of Korean cosmetic products increased to 7.8 percent in 2022 from 4.2 percent in 2019. In addition, people's interest in Korean products is rising with time.

*Source: GTA (Global Trade Atlas, Dec. 2022)

During the exhibition period, KOTRA will capitalize on the overseas officials' network to invite 213 buyers from 24 countries, including India and Colombia, and support on-site consultations mainly so as to expand the achievements of the Korean Pavilion participants. Moreover, KOTRA plans to back consulting sessions on local markets on the spot as marketing managers from KOTRA offices in Germany, Spain, Hungary, and Brazil are to provide the information on relevant markets and spare no effort in performance-creating.

Kim Hyun-cheol, head of KORTA's European regional headquarters, said, "K-beauty has been taking off not only in Western Europe but also in Eastern European countries, demonstrating people's craze for the K-wave. The Cosmoprof of Worldwide Bologna 2023 is the suitable event that allows K-beauty's introduction to premium markets, and KOTRA will employ all the marketing know-how and do our utmost."



Source: KOTRA (Mar. 16, 2023)