○ 2025 K-Beauty Expo Vietnam held by Gyeonggi Province from October 30 to November 1
– Participation of 70 beauty companies from the province, achieving USD 49 million in export consultation figures
– Venue visited by more than 10,000 local walk-in buyers and consumers, and over 200 invited buyers

Gyeonggi Province and KINTEX hosted the 2025 K-Beauty Expo Vietnam at the SECC Exhibition Center in Ho Chi Minh City, Vietnam, for three days from October 30 to November 1, facilitating approximately USD 49 million in export consultations.

The expo, organized to support beauty companies in the province in entering Vietnam—an essential market within Southeast Asia—and in building global business networks, brought together seventy participating companies. The companies showcased a wide range of K-Beauty products, including cosmetics, nail care, hair care, body care, and fragrances.

Gyeonggi Province supported participating companies by covering booth participation fees, interpretation costs, and transportation expenses. The provincial government also provided various opportunities for companies to cultivate export channels, including buyer matchmaking, post-event follow-up support, and collaboration with KOTRA.

Notably, the event was held concurrently with Vietnam’s largest beauty exhibition, the Saigon Beauty Show, drawing heightened interest from local buyers and consumers. More than 10,000 Vietnamese consumers and buyers attended, and over twenty influencers took part in K-Beauty events and brand experiences, amplifying the excitement among key local customers in their teens to thirties.

During the expo, one-on-one export consultation meetings were conducted with invited buyers arranged through the KOTRA Ho Chi Minh City Trade Office. The total export consultation value reached approximately USD 49 million, with around USD 18 million in potential contract value, marking tangible achievements.

A representative from Crown Cos, a participating company, stated, “Vietnam’s market potential and level of interest exceeded our expectations. We conducted consultations with twenty-six companies, including buyers from Vietnam as well as Northern Europe and East Asia. We are currently in detailed discussions with four companies regarding distribution agreements,” adding, “We expect to establish a foothold in the local market within the next three years and anticipate exports of around USD 1 million over the next five years.”

Um Ki-man, Director of Gyeonggi Province’s Bio Industry Division, stated, “Vietnam serves as a key hub within the Southeast Asian market and holds significant strategic value for advancing the growth of K-Beauty.” He added, “The province will continue its innovative and sustained efforts to help small and medium-sized beauty enterprises within Gyeonggi Province expand their overseas market presence and grow into globally competitive firms.”

Meanwhile, Gyeonggi Province will host K-Beauty Expo Malaysia at the PWCC Exhibition Center in Penang, Malaysia, from November 20 to 22.