The ‘2026 Osong Cosmetics and Beauty Expo’ commenced on October 22, 2026, at OSCO in Cheongju, marking a significant event for the K-beauty sector. The expo opened its doors at 10 a.m., allowing for business consultations and exhibitions to begin in earnest. The official opening ceremony took place at 2 p.m., attended by prominent figures and beauty industry stakeholders from both domestic and international backgrounds.
Distinguished guests included the Governor of North Chungcheong Province, the Mayor of Cheongju, the heads of city councils, the Commissioner of the Ministry of Food and Drug Safety, representatives from local media, as well as corporate and academic leaders. Influencers who aim to promote K-beauty on a global scale also participated, celebrating the successful launch of the expo.
This year’s ceremony emphasized generating tangible business outcomes and fostering communication oriented towards visitors, conducted in a calm and orderly atmosphere. Entitled ‘K-Beauty Osong: Growing Together with the World,’ the expo features the largest participation to date, with 254 companies exhibiting, creating a vibrant environment for both international and local buyer consultations since the very first day.
A tailored one-on-one export consultation event, featuring 200 carefully selected overseas buyers as well as major global buyers such as the Japanese Marui Group, has kicked off. Over 1,200 B2B consultations are anticipated. Additionally, investment attraction and mentoring programs for 10 promising startups have begun garnering significant interest.
Alongside the buzzing business atmosphere, a variety of engaging activities are in store for visitors. Interactive booths offering AI skin diagnosis, DIY perfume creation, and photo experiences attracted considerable foot traffic, while extensive prize events prepared by 34 official sponsors showcased excellent products from participating companies at reasonable prices, drawing positive responses from attendees.
Notably, the expo welcomed 'Hamji,' a prominent YouTuber with 14 million subscribers, who visited the event to experience and share its diverse attractions. To enhance visitor convenience and enjoyment, new outdoor food truck zones were established, offering various culinary delights like yakisoba, so-dak-so-dak, and chicken skewers.
Admission to the expo is free, and visitors can enter quickly by completing a simple registration process at the on-site registration desk during the event period. In support of attendee transport, a free shuttle bus operates every 20 minutes from the bus charging station at exit 3 of Osong Station to the Cheongju OSCO venue.
Jang Woo-seong, Director of the Biofood and Drug Administration, stated, ‘This year's Osong Cosmetics and Beauty Expo will serve as a solid platform for companies to venture into the global market while providing a venue for visitors to fully enjoy all aspects of K-beauty alongside delightful food and experiences.’ He encouraged significant interest and visits throughout the three-day expo.
The expo will continue until October 24, 2026, featuring various side events and prize giveaways, including a comedy show by Kim Young-hee on the afternoon of October 24, designed to engage attendees throughout the duration.
