The Seoul Economic Promotion Agency (SBA), led by CEO Kim Hyun-woo, announced on the 10th that it is recruiting companies to participate in the '2026 Beauty Trade Show' until May 15. This initiative aims to bolster the international presence of Seoul's SMEs through tailored business consultation sessions, strategically linking these companies with prospective overseas buyers.

SBA has effectively facilitated export opportunities for 838 companies from 2022 to 2025, resulting in tangible contract outcomes amounting to 53.4 billion won. By identifying suitable international buyers in advance and inviting them to Seoul, the SBA has been instrumental in elevating the brand value of local SMEs while fostering their entry into global markets through large-scale export consultations at the Dongdaemun Design Plaza (DDP).

In its most recent endeavor, the 2025 Beauty Trade Show witnessed participation from 132 buyers across 43 countries, leading to 872 one-on-one export consultations with 224 beauty firms. Contracts worth approximately 12.69 million dollars (around 17.7 billion won) were signed—evidencing a near 40% increase compared to the previous year—while the total export consultation amount reached about 28.48 million dollars (approximately 39.7 billion won). Notably, collaborations with influential influencers from Singapore, Malaysia, Thailand, and Vietnam facilitated live commerce initiatives that generated product sales of 600 million won from 13 beauty firms across four countries.

Participants from diverse regions, including beauty powerhouses like France, the U.S., Germany, Singapore, and countries in South America and Africa such as Mexico, Guatemala, Ecuador, and South Africa, highlighted the global appeal of K-beauty. The unique quality and content of K-beauty products are receiving international recognition, affirming their potential in worldwide markets.

Eligible companies include Seoul-based SMEs with products in makeup, skincare, haircare, body care, nail care, inner beauty, fragrance, and beauty devices that aspire to expand internationally. Successful candidates will benefit from promotional opportunities and export consultations directly targeted at international buyers through a structured matching process.

The 2026 Beauty Trade Show is scheduled for August 23–25 at the DDP, comprising export consultations, live commerce, product showcases, export consulting, and networking events. An innovative aspect will include inviting Southeast Asian influencers to engage in live commerce, aimed at real-time selling to local consumers.

The recruitment target is around 150 SMEs, with interested participants required to apply via the SBA's online application page by May 15. A secondary recruitment round is planned for early June, and the SBA will maintain open applications until 150 companies are officially selected to ensure a robust representation of exemplary SMEs ready to penetrate global markets. CEO Kim emphasized the importance of sustaining K-beauty's global stature amid challenges posed by U.S. tariff policies and geopolitical tensions.