Gyeonggi Province announced on the 18th that, in conjunction with 15 local SMEs, it participated in the Korea Expo Paris 2026 from the 18th to the 20th, resulting in a total of 300 export consultations. These engagements led to a consultation value of $5.9 million and contract initiatives amounting to $1.38 million.

This year's Korea Expo Paris is the fourth iteration of the event, aimed at promoting South Korea's strong consumer goods and cultural content, including K-beauty, K-food, K-lifestyle, and K-content. France serves as a strategic entry point into the EU market, making it essential for K-brands looking to capitalize on the growing interest in Korean consumer goods, which has been magnified by the Hallyu wave.

According to the recent report from the Ministry of Small and Medium Enterprises and Startups, exports of four promising consumer goods categories—cosmetics, fashion/apparel, agricultural and seafood products, and lifestyle baby products—totaled $9.58 billion from January to May, reflecting a 16.4% year-over-year increase. Notably, emerging markets, particularly Europe, have seen growth rates surge by 39.6%, making this expo a pivotal opportunity for Gyeonggi Province SMEs seeking to tap into these markets.

At the Gyeonggi Province pavilion, support included dedicated translators, buyer consultations, and market information dissemination, designed to facilitate actual export results for participating firms. Follow-up support, including buyer connections and export consultation, is planned post-expo to ensure sustained market engagement.

Participating firms reported diverse successes during their meetings with local buyers. Specifically, Libemi Corporation, based in Namyangju, is working to establish a memorandum of understanding with a French distributor to enhance its market presence, projected to lead to an initial contract valued at approximately €3,500. These consultations confirmed strong local interest and demand for Korean beauty products, particularly those addressing skin concerns such as acne, freckles, and blemishes. This has prompted the company to consider localized product development strategies reflective of consumer preferences.

According to Park Kyung-seo, the Director of International Trade at Gyeonggi Province, "Korea Expo Paris represents an essential platform for introducing K-brand competitiveness into the European market." He emphasized the importance of leveraging the buyer network established during the event to actively support local companies' market entry and export growth within Europe.