Gyeonggi Province and KINTEX hosted K-Beauty Expo Vietnam 2024 at the SECC Exhibition Center in Ho Chi Minh City, Socialist Republic of Vietnam, for from November 7 to 9, generating USD 45 million in export consultations.

The event coincided with the 2024 Saigon Beauty Show, Vietnam’s largest beauty exhibition, raising the profile of K-beauty brands.

The K-Beauty Expo, held in Vietnam for the fourth time since 2020, featured 60 booths representing 60 beauty companies from Gyeonggi Province. K-beauty products including cosmetics, nails, hair, body care, fragrance, ingredients, fitness, spa and functional cosmetics and more were showcased to 6,496 Vietnamese visitors.

Gyeonggi Province and KINTEX supported booth participation fees and interpretation services for participating Gyeonggi companies and arranged consultations with buyers from 230 companies, achieving export consultations valued at USD 45 million.

Support was provided to promote the brands/products on local official social media sites, and export consultations were held with invited local buyers in collaboration with the KOTRA Ho Chi Minh Trade Center.

NSL Co, Ltd, which sells skin care products (basic cosmetics and cleansing products), had a total of 15 consultations with major buyers at the event, establishing a bridgehead for developing its Southeast Asian market. Speaking about their participation, a company representative said, “This is the first time we have participated in an overseas beauty exhibition, but there were more visitors than we expected and many buyers interested in exclusive contracts… The Gyeonggi-supported interpreter also worked hard at the booth for three days, which contributed to the good results, and we will definitely participate again next time.”

“The high level of interest has confirmed the potential of Gyeonggi Province’s beauty companies to successfully enter Vietnam… We will continue to expand overseas sales channels for small and medium-sized beauty enterprises through various support measures,” said Kim Seong-beom, Director of the Bio-Industry Division of Gyeonggi Province.