The Korea International Trade Association (KITA) successfully held the inaugural K-Premium Consumer Goods Exhibition in North America, from September 22 to September 24, 2026, at the Magic Box LA in Los Angeles. This event featured 85 participating companies, providing them with a platform to connect with local buyers and facilitate export opportunities.
The K-Premium Consumer Goods Exhibition aims to directly link Korean consumer goods companies with local buyers, contributing to significant export outcomes. This year, the expo was strategically positioned to target the North American market, where demand for K-beauty products has seen over a 40% increase from the previous year during the first nine months of 2026.
The exhibition hosted 120 booths featuring a variety of industries including cosmetics, fashion, food, and household goods. Participants included notable retail buyers such as H Mart and Sally Beauty Holdings, which have strong distribution networks across North America. During the three-day event, over 400 export consultations took place between exhibitors and retailers.
Fernanda Arriaga, a purchasing representative from Del Sol, remarked on the ongoing growth of demand for Korean consumer goods in Mexico, attributing it to the influence of the Korean Wave (Hallyu). She noted the event allowed participants to identify competitive items for the Mexican market without the need to visit Korea directly.
In addition to B2B meetings, the event offered a range of B2C activities, including product experience zones and K-Pop events, drawing around 16,000 local visitors. Attendees were able to try K-beauty makeup products and functional anti-aging items, as well as sample K-food during chef-led cooking demonstrations. The event also featured a fan meeting with singer Ailee and various competitions for local Hallyu fans.
Jang Seok-min, Executive Managing Director of KITA, emphasized that as the global lifestyle around the Korean Wave grows, demand for a wide range of Korean consumer goods—including food, cosmetics, fashion, and household items—is rapidly increasing. The expo serves as a stepping stone for future export marketing efforts in Central and South America aligned with the Korean Wave, aiming to bolster global market penetration and tangible results for Korean companies.
