COTRA Showcases K-Goods Popularity at Expo Korea in Ecuador

The recent Expo Korea event held in Quito, Ecuador, marks the largest K-consumer goods exhibition to date, aimed at amplifying the popularity of K-beauty and K-food products. This event aligns with the anticipated implementation of the Korea-Ecuador Strategic Economic Cooperation Agreement (SECA), emphasizing comprehensive economic collaboration.

Organized by the Korea Trade-Investment Promotion Agency (KOTRA), Expo Korea took place from September 4 for three days. Set against the backdrop of a significant spike in the import of K-beauty items—from a projected $2.94 million in 2024 to $5.88 million in 2025—this exhibition faced an increased interest in K-consumer goods, particularly as the SECA, which provides tariff and non-tariff benefits, is set to take effect following signing on September 2, 2025.

Reflecting local optimism, the event featured booths from 50 key retailers and importers of Korean goods, including major distribution networks. The previous year's Expo Korea attracted over 26,000 visitors and 400 buyers, achieving around $300,000 in sales from 28 participating companies. This year's exhibition saw attendance rise to 41,494 visitors and participation by 577 buyers, generating sales of approximately $452,000 from 37 companies.

Noteworthy exhibitors included Favorita, Ecuador's leading distributor with over 550 stores nationwide, Dipaso, the largest K-beauty importer, Las Fragancias with more than 40 locations, and ETA Fashion. These retailers aim to expand their offerings of K-consumer goods while increasing their share of direct imports, collaborating closely with KOTRA's Quito Trade Office out of the necessity for enhanced market presence.

KOTRA also organized a showcase booth featuring 60 domestic companies aiming to enter the Ecuadorian market, offering a range of consumer and lifestyle goods that attracted numerous buyers interested in importing Korean products. This showcase initiative has successfully facilitated annual exports of over 15 small and medium-sized enterprises to Ecuador. This year's exhibition broadened its scope, welcoming diverse industries, from K-beauty and K-food to fancy goods, eyewear, and medical supplies. Notably, the prominent stationery and fancy goods firm, Artbox, debuted their offerings in cooperation with Casa Korea, a leading importer of K-consumer goods, capturing attendees' attention.

Throughout the exhibition, a variety of experiential events took place, including export consultations, showcase exhibitions, K-beauty conferences, demonstrations, agricultural product sales activities, and K-pop performances, enriching the overall experience for participants.

Kim Ji-yeop, head of KOTRA’s Latin America Regional Headquarters, stated, “K-beauty and K-food are gaining remarkable traction in Latin America, a key hub of the Global South. We will continue to engage with prominent distribution networks and support local logistics and customs processes to enhance our companies' market diversification achievements.”