The 2026 Osong Cosmetic Beauty Expo is set to open in 50 days, showing encouraging progress in attracting participant companies and overseas buyers, thus strengthening its position as a global business expo.
As of mid-August, a total of 245 companies have registered for participation, exceeding the initial target of 240 and utilizing 335 booths. Notably, the number of overseas companies has increased fourfold, from six in the previous year to 26 this year. This expansion establishes a foundation for the upcoming international certification exhibition's new designation and accreditation.
Domestic participation remains strong, with major players like Amorepacific confirmed to attend again this year. Other prominent mid-sized and small enterprises such as Taenam Medi-Cos, Saimdang Cosmetics, HP&C, Eco Bio Medical Research Institute, and Kirin Cosmetics will also be in attendance.
This year, regional universities are showing notable involvement. Cheongju University will host a 'K-Beauty Tech Zone,' Seowon University will present a 'Startup Leap Package Zone,' and Konyang University will feature a 'Marine Bio and Mud Zone.' These thematic exhibition areas leverage the universities' unique attributes and expertise, fostering growth in the K-beauty industry alongside regional academia.
The Korea Chemical Convergence Test Institute will run a 'Clean Cosmetics Zone,' while the Chungbuk Bio Industry-Academic Convergence Center will operate a 'Startup Zone,' and Chungbuk Technopark will present a 'Fragrance Zone.' Additionally, the Small Enterprises and Market Promotion Corporation will support local businesses' market expansions with a 'Value Coexistence Zone.'
The expo is also focused on attracting international buyers, with 200 buyers from 39 countries confirmed to participate so far. The goal is to secure genuine buyers capable of generating substantive export consultations and transactions.
To achieve this, the expo collaborates with eight overseas networking institutions, including KOTRA with 80 representatives, the Korea Exhibition Industry Association with 50, and the Korea Merchandising Association with 30 representatives, to enhance efforts in buyer engagement.
This year, a total of 500 buyers are expected, including 200 invited buyers and 300 on-site visitors. The event aims to facilitate over 1,200 one-on-one export consultations and achieve an export consultation result valued at approximately 260 billion KRW.
A new initiative at this year’s expo is the 'Early-stage Company Growth Program,' designed to go beyond mere product displays by supporting the practical growth of early-stage companies. This program will offer investment attraction and market entry consultations in addition to IR pitching for participating companies.
Jang Woo-sung, the Director of the Bio Food and Medicine Bureau in Chungbuk Province, emphasized, "By achieving our participation goals ahead of schedule and significantly increasing overseas company participation, we are reinforcing the foundation for this as an international business platform. We will actively support participants through genuine buyer engagement, one-on-one export consultations, and business growth programs to drive practical export and business accomplishments."
The 2026 Osong Cosmetic Beauty Expo is co-hosted by Chungcheongbuk-do and Cheongju City, with operational oversight by the Osong Bio Promotion Foundation. It will take place from October 22 to 24 at Cheongju OSCO under the theme 'K-Beauty Osong, Growing Together with the World.'
Admission to the expo is free, and pre-registration is open until October 21 via the official website and promotional poster QR codes, which will simplify on-site entry procedures. A raffle event is also being conducted through official SNS channels, and a shuttle bus connecting KTX Osong Station and Cheongju OSCO will operate frequently during the event for visitor convenience.
