KOTRA Hosts K-Consumer Goods B2B Export Consultation at KCON LA 2026

The Korea Trade-Investment Promotion Agency (KOTRA) organized a B2B export consultation meeting for K-consumer goods during the renowned K-festival, KCON LA 2026, held at the Los Angeles Convention Center from August 14 for two days. This initiative was part of the broader support by the Ministry of SMEs and Startups to bolster global market entry for domestic businesses.

During the consultation, 40 companies from sectors including beauty, food, fashion, and daily necessities engaged in over 193 one-on-one export consultations with 77 local distribution companies and vendors. This resulted in export MOUs valued at a total of $8 million, reflecting the growing demand for K-consumer goods.

The U.S. has become the largest import market for K-beauty since it surpassed France, with a demand for K-consumer goods heating up significantly. The forecast for 2025 indicates that cosmetics exports to the U.S. will reach $2.18 billion, a 15% increase compared to $1.9 billion the previous year. Similarly, food exports are predicted to grow to $2.2 billion, marking a 13% increase from $1.95 billion.

A representative from a U.S. distribution company noted, “Due to the influence of K-Culture, American consumers are increasingly seeking out Korean products. The quality and design of Korean products are remarkable, and they quickly adapt to trends.” They further emphasized the rising interest in beauty products featuring new ingredients and functions, as well as convenient health-conscious food options, indicating a desire to discover Korean products that meet these needs for the local market.

The consultation was complemented by a B2C promotional exhibition aimed at general consumers, allowing buyers to directly observe the positive local reception of K-consumer goods while engaging in export consultations with Korean companies.

KOTRA's North America Regional Director, Lee Geum-ha, stated, “The popularity of K-Culture and consumer goods in the United States, the world’s largest market, contributes significantly to an overall enhancement of the national brand. This positive effect is expected to extend into other markets and the general manufacturing sector.” She emphasized the commitment to working with private and professional organizations to ensure the continued expansion of this popularity.