Chungbuk Province Transforms K-Beauty Export Strategy with Dual Focus on Vietnam

Chungbuk Province, in conjunction with the Chungbuk Business Promotion Agency, participated in the '2026 Vietnam Local Export Consultation Meeting' held from July 20 to 26 in Hanoi and Ho Chi Minh City. This initiative aimed to expand the entry of local cosmetics companies into the Vietnamese market, demonstrating the effectiveness of region-specific export strategies reflecting local market characteristics.

This event was organized to support the generation of tangible export results and the exploration of overseas market channels for quality cosmetics companies in the province, targeting the continuously growing demand for K-Beauty in Vietnam.

The participating companies included Kirin Cosmetics, HPNC Co., Ltd., Lipaco Co., Ltd., Nexbell Biotech, Ham Ik-jin Cosmetics, Beauty Korea, Moistent Co., Ltd., Oldam Co., Ltd., Priventist Co., Ltd., and Bunique. These ten companies sought to develop new sales channels and expand exports through tailored consultations with local buyers.

This year marked a shift from the traditional focus on Ho Chi Minh City to include Hanoi, creating an integrated consultation meeting that targeted both northern and southern regions of Vietnam for the first time. Chungbuk Province's strategy takes into account the distinct market characteristics of Ho Chi Minh City, known for its mass consumer market focused on basic and color cosmetics, and Hanoi, which caters to a segment concentrated on functional and premium skincare products.

Additionally, the initiative included customized one-on-one buyer matching and product demonstrations, enhancing the effectiveness of consultations and setting a firm foundation for actual export contracts. This strategic approach has broadened opportunities for local cosmetics enterprises to enter overseas markets and has bolstered their export marketing competitiveness.

A representative from a participating firm remarked on confirming the potential of the Vietnamese market and the importance of direct communication with local buyers. They expressed hope for continued support of foreign marketing initiatives, such as participation in trade fairs and export consultations, to further enhance global market access for local companies.

An official from Chungbuk Province stated that this consultation meeting did not merely increase the areas of consultation but also transitioned to a region-specific export support model tailored to the characteristics of the Vietnamese market. They emphasized that proactive administrative actions would be taken to respond to market changes and that strategic export support reflecting corporate needs would be reinforced to enhance the global competitiveness of local cosmetics companies.