Crowded even before opening... A festival venue harmonizing buyers and visitors from 39 countries
Next-generation cosmetics technology and global innovation strategy seminar also receive enthusiastic response

The "2026 Osong Cosmetics Beauty Expo," the largest ever of its kind where the future and latest trends of the global K-Beauty industry can be seen at a glance, has unfolded as a vibrant festival venue communicating with the world.

Overseas buyers and numerous visitors from 39 countries around the world filled the venue, heating up Osong—the center of global K-Beauty—with enthusiasm.

The excitement was high even before the event began. Ahead of the 10:00 AM opening, pre-registered visitors formed long lines in the lobby, and the venue buzzed from early morning as an event offering perks to the first 300 arrivals took place.

Inside the venue, cutting-edge beauty tech and diverse experiential programs captivated visitors. At the Amorepacific booth, AI skin diagnoses were conducted to analyze individual skin conditions and guide customized skincare solutions.

In particular, the booth drew keen attention from visitors by presenting virtual simulations showing future skin changes 5 years ahead—comparing consistent skincare management versus no management.

In addition, a variety of programs were operated, including DIY custom perfume making, personal color diagnosis, scalp diagnosis, nail coloring, tattoo stickers, and hair point color experiences. AI caricatures and free photo printing corners were also prepared to present special memories to visitors. At the outdoor plaza, food trucks provided a variety of foods, further heightening the festival atmosphere.

The reactions of visitors were equally enthusiastic. One visitor shared a joyful impression, saying, "I came to the expo and shopped a year's worth of cosmetics," continuing a stream of visitors enjoying both cosmetics purchasing and experiences together.

The global business scene was also bustling. Around 200 carefully selected overseas genuine buyers from 39 countries around the world visited the venue, and major global distribution companies such as Japan's Marui Group and Ito-Yokado participated in large numbers to hold 1:1 customized export consultation meetings with participating companies. Through this, domestic cosmetics companies directly communicated with global distribution networks to seek overseas market expansion and export opportunities.

Specialized seminars looking into the future of the industry also received a great response. The "Next-Generation Cosmetics Technology and Global K-Beauty Innovation Strategy Seminar," hosted by the Chungbuk Cosmetics Industry Association on Friday, October 23, saw high interest with 200 cosmetics company officials and experts in attendance.

At the seminar, next-generation cosmetics technologies were introduced, including longevity beauty trends, the anti-aging material potential of microbe-derived PDRN, filaggrin-based technology, and bio-encapsulation and hybrid formulations.

In particular, practical strategies necessary for overseas market entry—such as response to US MoCRA and FDA OTC revisions and risk management—were covered, garnering a huge response from attendees.

Attendees shared the latest technology trends and global regulatory information, and sought out technological innovation and response directions to enhance the competitiveness of Chungbuk cosmetics companies in the rapidly changing global cosmetics market.

This expo expanded practical business exchanges between global buyers and domestic cosmetics companies, while establishing itself as a festival venue enjoyed together by general visitors beyond an industrial exhibition through AI-based beauty tech, diverse experiential content, and specialized seminars.

Offering a diverse array of enjoyment ranging from export consultations and cutting-edge beauty experiences to cosmetics shopping and food, the Osong Cosmetics Beauty Expo demonstrated both the global competitiveness and popular charm of K-Beauty, opening new possibilities connecting Osong with the world.

[ⓒ Global Economic Times. 무단전재-재배포 금지]