SEOUL — The Ministry of SMEs and Startups (MSS) announced on September 8, 2026, that it has chosen 188 small and medium-sized enterprises (SMEs) specializing in four core consumer goods sectors—beauty, fashion, lifestyle, and food—to join the prestigious "2026 K-Export Strategic Products Promotion Project".

This strategic government initiative is designed to unearth innovative products from emerging K-brands that enjoy surging worldwide demand, scaling them up into globally competitive flagship commodities. Driven by the global expansion of the "Korean Wave" (Hallyu), K-culture has transitioned from pop culture and entertainment into tangible consumer goods, creating unprecedented demand across international markets. 

The nationwide public competition this year drew immense interest, recording a highly competitive pool of 983 applicant enterprises. To ensure rigorous and objective evaluation, foreign consumers and international retail distribution experts collaborated to assess the candidates. Selection criteria focused heavily on product innovation, global market expansion potential, and local market competitiveness. 

Selected enterprises will receive comprehensive, sector-tailored support packages leveraging the infrastructure and distribution networks of prominent private-sector partner corporations. These key partners include Olive Young for beauty products, Shinsegae Department Store for beauty and fashion, Musinsa for fashion, Gmarket for lifestyle goods, and Lotte Mart for food products. By bridging SMEs directly with these powerhouse distribution networks, the program helps brands overcome initial entry barriers in overseas markets.

In addition to private distribution tie-ins, chosen companies will be granted priority access to participate in comprehensive K-brand global market entry projects. They will also receive preferential treatment in major government-backed export promotion programs, including export vouchers, assistance with acquiring overseas product certifications, and opportunities to participate in international trade exhibitions and export consultation fairs.

The K-Export Strategic Products initiative has scaled up significantly since its inception. The ministry initially selected 30 companies in the beauty and food sectors in 2024, followed by the addition of 80 more enterprises last year with the expansion into fashion and lifestyle categories. This year’s selection of 188 firms marks a substantial enlargement of the program’s scope and impact. 

Sim Jae-yoon, Director-General for Global Growth Policy at the MSS, stated, "K-consumer goods, spearheaded by K-beauty, are firmly establishing themselves as a powerful new growth engine for South Korea's exports." He added, "We will further reinforce our policy frameworks and administrative backing so that the innovative products selected today can evolve into globally beloved household names in every corner of the globe."