K-Beauty Expands Footprint in Southern Europe with Brand Expo in Spain

The Korea Trade-Investment Promotion Agency (KOTRA) and Lotte Home Shopping announced on the 27th that they will hold the 2026 Republic of Korea Brand Expo in Southern Europe from May 27 to May 29 at the iconic Edificio Larra in Madrid. This event marks a significant step in leveraging Spain's rising acceptance of Korean culture to boost the presence of K-consumer products, which spans sectors from beauty to food and fashion.

Over the past four years (2022-2025), global exports of cosmetics have surged from $8 billion to $11.5 billion, reflecting a 44% increase. In particular, exports to the EU skyrocketed by 305%, growing from $280 million to $1.13 billion. This underscores the EU's importance as a strategic market for the expansion of K-consumer goods, including cosmetics.

This Brand Expo aims to promote K-consumer goods in Southern Europe and North Africa, capitalizing on Spain’s high receptivity to Hallyu. According to the '2026 Overseas Hallyu Status Survey' by the Korea International Cultural Exchange Foundation, Spain boasts a 63.7% fondness for Hallyu, the highest among five EU countries surveyed, and a 6.2% increase from the previous year, signifying its potential as a critical gateway for K-initiatives.

The Republic of Korea Brand Expo, initiated by Lotte in Taiwan in 2016 and co-hosted with KOTRA since 2017, has successfully established itself as a marketing roadshow in 21 global events across 18 countries, blending culture and industry with B2B opportunities. The expo not only showcases K-brands but also includes export counseling sessions, exhibition showcases, experiential events, and performances to support small- and medium-sized enterprises (SMEs) in their overseas market penetration.

This year's expo featured 46 participating SMEs in beauty and food sectors, engaging with 67 buyers invited by KOTRA from across Europe in export counseling sessions. The venue also included a unique pop-up store concept modeled after a 'Seoul Hair Salon' aimed at immersing European MZ consumers. Various interactive events were present, including skincare demonstrations and personal color analyses within distinct zones for aesthetics, fashion, and wellness.

Among the global distribution buyers participating in the B2B export counseling sessions were representatives from seven European countries, including Spain, France, the UK, and Germany. A representative from a major beauty distribution network noted that the event provided a valuable opportunity to explore innovative companies and products driven by superior technical capabilities beyond the well-known K-beauty brands, stating it was a meaningful event for finding new business partners to invigorate the European market.

KOTRA President Kyung-sung Kang emphasized that leveraging experience-based content in conjunction with Hallyu is essential to mitigate barriers for new brands entering the European market. He asserted that establishing a positive cycle—from cultural affinity to consumer acceptance—will solidify the global boom of K-consumer goods, calling for strengthened partnerships with private distribution networks and relevant institutions.