KOECO announced on the 10th that it will commence a series of global exhibitions starting with the Cosme Tokyo & Tech Beauty Exhibition in January 2026. This initiative, set to roll out across major global trade shows including the Guangzhou International Beauty Expo in March and Cosmoprof Italy in Bologna, aims to enhance the visibility of K-Beauty and facilitate the expansion of Korean products in overseas markets.

The organization is leveraging its experience to establish a differentiated model that integrates content, experiential marketing, and export strategies. By orchestrating K-exhibitions that combine performances, exhibits, and B2B opportunities, KOECO aims to elevate the export potential of K-Beauty products and promote promising offerings through engaging consumer experiences.

In collaboration with the Korea Cosmetic Industry Institute, KOECO is advancing a project focused on operating K-Beauty exhibition and experiential zones linked to international Hallyu fairs. This initiative seeks to expand the global consumer touchpoints for the domestic cosmetics industry, thereby reinforcing its competitive stance and bolstering digital marketing efforts while supporting exports for small to medium-sized enterprises (SMEs).

This year's overseas Hallyu exhibitions, hosted by the Ministry of Culture, Sports and Tourism and coordinated by the Korea Creative Content Agency, signify a substantial commitment to enhancing K-Beauty's global footprint. Following 2025's K-EXPO in Canada, Spain, and UAE, events this year are scheduled for the United States (Los Angeles), France (Paris), and Mexico (Mexico City).

KOECO has outlined four core strategies for achieving these objectives: expanding influencer-driven online promotions, enhancing experiential purchases, increasing visibility for SME products, and developing a data-driven performance management system. This strategic framework is designed to go beyond short-term marketing promotions, driving tangible export success as they progress through the targeted markets of the U.S., France, and Mexico.

To adapt to digitally-driven consumer environments, KOECO's strategy emphasizes leveraging local influencers for content creation and dissemination. Prior to events, promotional content will be shared across social media platforms, while real-time experiential content will be generated on-site to strengthen engagement with local consumers, creating valuable digital assets for post-event marketing.

Furthermore, KOECO plans to foster purchasing conversion by designing participatory events where attendees can engage in skin and personal color diagnostics and makeup experiences. These interactive programs are expected to build trust and interest among consumers, ultimately influencing their purchasing decisions and creating a structure for consumer engagement that encourages repeated interaction.

The collaborative showcases for K-Beauty products aim to mitigate barriers to entry for SMEs by substantially reducing costs while exposing various product categories to local consumers. The initiative will capitalize on partnerships with local influencers, enhancing consumer engagement under a unified K-Beauty branding approach to maximize both product visibility and brand recognition.

Data-driven management of the entire event process will meticulously track visitor numbers and participatory feedback to assess local market reactions, capturing consumer preferences that can facilitate future consultations and sample distributions. This structured approach will convert trade show successes into actual export opportunities based on regional characteristics.

Designed as a systematic expansion strategy, this initiative begins in Los Angeles—identified as a key market for gauging K-Beauty preferences and competitive strengths. France will serve as a vital location to verify the credibility of premium brands, while Mexico is targeted for its burgeoning market potential.

KOECO's strategy in Los Angeles revolves around the concept of 'Experience and Share K-Beauty Now,' featuring rapid participatory experiences and easily demonstrable results. Event programming will include skin diagnostic tests, makeup trials, social media photo zones, and QR code product information—creating a seamless linkage between offline experiences and online marketing.

As the initiative expands to France and Mexico, KOECO will adapt its approach to reflect the unique market characteristics, utilizing brand storytelling in France and focusing on engaging younger consumers in Mexico.

Ultimately, KOECO aims to establish a 'results-oriented global entry model' through its international Hallyu events, enhancing global recognition for K-Beauty while facilitating SME expansions into foreign markets.

KOECO CEO Jo Wan-soo stated, 'Through this initiative, we aim to organically connect content, experiences, and exports to propel the global proliferation of K-Beauty alongside the growth of the domestic cosmetics industry.' The systematic expansion model initiated in Los Angeles is poised to build a sustainable foundation for overseas market penetration and bolster global competitiveness.