The Seoul Economy Promotion Agency (SBA), led by CEO Kim Hyun-woo, participated in the 'ASD Market Week 2026' event held at the Las Vegas Convention Center from August 25 to 27. This initiative involved 20 local beauty and living small and medium-sized enterprises (SMEs) and resulted in a notable achievement of $1.5 million in contracts and memorandums of understanding (MOUs).
Participating companies showcased their products tailored for the local market, attracting substantial interest from American buyers through their superior product quality and distinctive designs. The SMEs established realistic export outcomes, thereby laying a successful foundation for entry into the North American market.
During the exhibition, in addition to the $1.5 million in export agreements, participants earned local accolades and media appearances, enhancing their visibility. Notably, the beauty company Cosmelab secured an MOU worth $1 million, while Face Republic Korea engaged in a $500,000 MOU, effectively establishing stable distribution channels in North America.
Furthermore, Concept B was recognized as the 'Best New Exhibitor' by the ASD marketing team, showcasing unparalleled creativity. Additionally, Linderbell made an appearance on CBS Channel 8’s popular 'Good Day Las Vegas,' strengthening brand recognition among local attendees and the American audience.
The SBA’s Director of External Cooperation, Hwang Jeong-il, emphasized the agency's commitment to creating sustainable gateways for Seoul SMEs into North America by establishing robust networks with major economic organizations in the region.
The SBA signed an MOU with the Beauty and Business Women’s Association in North America (BBKWA), led by President Park Eu-kyung, to expand exchange opportunities between Seoul's SMEs and the North American beauty and distribution sectors. Both entities expressed their intent to actively explore collaborative projects for mutual growth.
Additionally, an MOU was established with the Korean American Chamber of Commerce United States (KACCUSA), under President Hwang Byeong-gu, further strengthening the cooperative framework for Seoul SMEs aiming for tangible expansion into the North American market.
CEO Kim Hyun-woo remarked that this exhibition was a valuable opportunity to highlight the outstanding competitiveness of Seoul's beauty and living companies in the North American market. He affirmed the agency's continued support to ensure sustained growth for Seoul SMEs in this vital market through strong networks with local governments and economic organizations.
