Osong Cosmetics & Beauty Expo attracts buyers from 38 countries

The 14th Osong Cosmetics & Beauty Expo held from October 22 to 24 at OSCO in Cheongju drew 97 export buyers from 38 countries and approximately 1.6 million local residents.

The 2026 Osong Cosmetics & Beauty Expo, the largest beauty event in the Chungbuk region, was held from October 22 to 24 at OSCO in Cheongju. Marking its 14th year, the exhibition featured 240 exhibition halls and included export consultations with 97 export buyers from 38 countries, confirming the global competitiveness of K-beauty.

Innovative products sought for 12 months found at Osong

Overseas buyers attending the exhibition highly praised the innovativeness of Korean cosmetics. One buyer selling tattoo care products stated that they discovered a tattoo care gel at this expo that they had been searching for for 12 months. The buyer was looking for a gel-type sunscreen specifically for tattoos that was non-sticky and left no white cast, and reported meeting multiple manufacturers at the site that met these requirements.

A notable feature of the event was its growing scale and increasing number of participating companies each year. Buyers noted that the number of attendees increases annually even without separate promotion, responding that the 2026 Osong Cosmetics & Beauty Expo is growing enough to rival large-scale beauty exhibitions held at KINTEX or COEX.

Combining regional economic revitalization with export consultations

This expo went beyond simple product displays to become a venue where practical business and regional consumption intersect. According to exhibition officials, approximately 1.6 million local residents visited and purchased cosmetics, contributing to the local economy. Sales performance is evaluated positively, with enough cosmetics being traded on-site to sustain consumption for an entire year.

Buyers participating in the export consultations agreed that they visit Osong to verify the innovative skincare technologies of Korean cosmetics. In particular, the global demand for products with new formulations or functionalities was directly connected to manufacturers at the exhibition site, serving as a bridge to help the launch of new K-beauty products and the expansion of exports.

Source: KOTRA TV (YouTube)