The 2026 Osong Cosmetic Beauty Expo affirmed its status as the center of K-beauty, showcasing industrial exhibitions with enhanced export expertise and diverse beauty experiences. It concluded successfully with export consultations totaling $269.82 million and export contracts worth $96.95 million, attracting over 17,400 attendees during its three-day run.
Taking place from October 22 to 24 at Cheongju OSCO, the expo featured participation from 254 domestic and international beauty companies, surpassing the initial target of 240. A total of 529 foreign buyers, including 200 invited from 37 countries and 329 registered on-site, engaged in proactive export consultations, facilitating global business exchanges.
The export consultation figures showed a 14.3% increase from last year, with export contract values rising by 0.8%. This growth reflects efforts to attract genuine buyers with actual purchasing potential, significantly expanding business opportunities for participating companies. A representative from one participating company expressed satisfaction at meeting major buyers, previously thought accessible only in the capital region, and secured three contracts on-site.
An executive from Company A, which has participated in multiple expos, noted, "Even if immediate contracts are not finalized, ongoing communication often leads to real contracts months later," emphasizing that building long-term business networks is the primary value of the Osong Expo.
Participation from overseas companies also saw a significant increase, rising from six in the previous year to 25 this year. An on-site assessment for international exhibition certification by the Korea Exhibition Industry Association further aims to enhance the expo’s credibility.
The criteria for international exhibition certification involve a minimum of 10% foreign participation, and the Expo is expected to meet this standard, strengthening its foundation for becoming a global industry exhibition. The second day saw representatives from the Ministry of Trade, Industry and Energy visiting the venue to observe the export consultations and exhibitions, confirming the Osong Cosmetic Beauty Expo's critical role in supporting the cosmetic and beauty industry's entry into international markets outside the capital.
To elevate industrial professionalism, the Expo featured well-received programs such as the Biocosmetic Conference and specialized seminars attended by over 300 experts and industry stakeholders, who shared the latest technologies and market trends, exploring directions for industry development. This positions the Expo as more than a product showcase, but as a platform for exchanging industry knowledge and identifying new business opportunities.
Programs for general attendees were also notably popular, offering various beauty experiences, including AI skin diagnostics, robot caricature sketches, personal color analysis, scalp diagnosis, nail coloring, and DIY cosmetics and perfume creation activities. Entertaining events such as ‘Kim Young-hee’s Malja Show’ were also organized.
Chungbuk Governor Shin Yong-han stated, "By fostering a robust production base in cosmetology and beauty centered around Osong, Ochang, and Eumsung, we will position Chungbuk as the second leading area in South Korea for cosmetic production and exports. Through the Osong Cosmetic Beauty Expo, we will actively support local companies entering overseas markets and achieving export growth, making Chungbuk a premier destination for K-beauty worldwide.”
