Gyeonggi Province Consolidates K-Beauty and K-Food Presence at Canton Fair

Gyeonggi Province announced on May 1 that it successfully concluded a unified booth operation at the '2026 China Import and Export Fair (Canton Fair) Spring Phase 3', providing support for local consumer goods companies to expand their global market reach.

In collaboration with Namyangju City and Icheon City, Gyeonggi Province participated in the exhibition from May 1 to May 5, where it aided local SMEs in entering overseas markets. The unified booth spanned 279 square meters and featured 31 participating SMEs from sectors including K-Beauty, K-Food, and general consumer goods.

During the exhibition, a total of 980 export consultations were conducted, with anticipated contracts worth $32.98 million being projected. Furthermore, over five Memorandums of Understanding (MOUs) were signed on-site, indicating a clear pathway for participants to enter foreign markets. Gyeonggi Province plans to continue its post-exhibition marketing efforts to support these consultations and align potential buyers accordingly.

Individual company successes were noted, with local beauty company Ciena Inc. signing an MOU worth $30,000 with a Chinese buyer, while pet appliance company Pepe secured an MOU with a European buyer valued at $100,000, establishing a foundation for new market entry.

The Canton Fair serves as China’s representative comprehensive trade exhibition and represents the largest B2B platform globally, focusing on lifestyle consumer goods in this spring phase, attracting a high percentage of global buyer participation. Buyers from China, Southeast Asia, the Middle East, and Europe are seeking opportunities for distribution network entry and collaboration.

The operation of the unified Gyeonggi booth aligns with the growing demand for Korean consumer goods in the global market. K-Beauty is diversifying beyond its traditional export structure to China, now extending into the U.S., Europe, and Southeast Asia, thereby enhancing its influence within the global retail market. Similarly, K-Food continues to grow in non-Chinese markets, capitalizing on increased overseas demand for Korean food products such as noodles and sauces, showing significant expansion trends in Europe and the Middle East.

Park Kyung-soo, Director of International Trade at Gyeonggi Province, emphasized that Korean consumer goods, led by K-Beauty and K-Food, are experiencing sustained growth in the global market due to quality competitiveness and rapid responsiveness to trends. With the opportunities generated at the Canton Fair, local businesses have had direct engagement with overseas buyers, reinforcing market viability. To ensure that consultation outcomes translate into actual export contracts and market diversification, follow-up support will be strengthened.