○ Gyeonggi hosts 2025 K-Beauty Expo Malaysia for three days from November 20 to 22
– Wide range of products, including cosmetics, haircare, ingredients, and beauty devices, showcased by 50 companies from Gyeonggi
– Approximately USD 15 million in consultations were conducted during the one-on-one export meetings, with contracts worth around USD 2 million now being pursued

Gyeonggi Province and the Korea International Exhibition Center (KINTEX) held the “2025 K-Beauty Expo Malaysia” at the Penang Waterfront Convention Centre (PWCC) from November 20 to 22, achieving business consultations valued at USD 15 million in total.

This inaugural expo was organized to secure Malaysia—a market with high demand for Korean cosmetics due to influences like K-dramas—as a strategic hub for exports in Southeast Asia.

A total of 66 companies, including 50 from Gyeonggi Province, participated, exhibiting a full range of K-Beauty products such as cosmetics, haircare items, raw materials, and beauty devices. The expo was held concurrently with the K Meditech Expo Malaysia, attracting over 7,000 visitors, including 151 local buyers, generating strong interest.

Gyeonggi Province provided participating companies with support amounting to approximately KRW 4.1 million per company in cost reductions for booth fees, interpreting services, and transportation costs. Additional support included buyer matchmaking, follow-up management, and collaboration with KOTRA, providing diverse opportunities for companies to develop export channels.

During the expo, a one-on-one export consultation session co-hosted with KOTRA resulted in USD 15 million in potential export deals, with contracts worth about USD 2 million currently being pursued—demonstrating tangible outcomes even at its first-ever event.

A representative from Ronas Cosmetic, a participating company, said, “We are grateful for the extensive support we received as a Gyeonggi company, including assistance with booth fees, interpreters, and transportation costs,” adding, “We were pleased to achieve strong results, including signing a USD 30,000 contract with a local buyer during the on-site export consultations. This event gave us confidence in the purchasing power of K-Beauty products in the Malaysian market.”

Eom Ki-man, Director of the Gyeonggi Province Bio Industry Division, commented, “Although this was the first expo, achieving substantial consultation figures and contract negotiations demonstrates both the capabilities of Gyeonggi companies and the growth potential of the Malaysian market,” and added, “The province will continue strategic efforts to help local beauty SMEs strengthen their global competitiveness and establish a foundation for sustainable growth.”