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| yna@yna.co.kr 2026-07-23 15:20:15
SEOUL, July 23 (Yonhap) -- The 2026 Osong Cosmetics & Beauty Expo, a comprehensive showcase of the current state and future of K-beauty, will be held for three days from Oct. 22 at Cheongju Osco in Osong, North Chungcheong Province.
Hosted by the North Chungcheong provincial government and Cheongju City and organized by the Osong Bio Promotion Foundation, the expo is a business-focused event combining B2B and B2C programs, including corporate exhibitions, export consultations, conferences and beauty experiences.
Under the theme "K-Beauty Osong, Growing Together with the World," this year's expo will strengthen its export consultation and investment attraction programs, aiming to serve as a platform that supports corporate growth.
According to the provincial government, 226 companies have applied to participate in 309 booths as of 90 days before the opening, reaching 94 percent of the organizers' target.
Compared with last year's event, the number of participating companies has already increased by 20 percent and the number of booths by 15 percent.
The expo has also expanded joint exhibition halls in cooperation with institutions, universities and public organizations, including the Korea Testing & Research Institute, Chungbuk Bio-Health Industry Innovation Center, Chungbuk Technopark, Cheongju University, Seowon University and the Korea Institute of Startup & Entrepreneurship Development, encouraging greater corporate participation.
A total of 35 companies have been confirmed as official sponsors.
One of the biggest additions this year is a new growth program for startups.
Ten cosmetics and beauty startups established within the past seven years will be selected based on their business potential, marketability, growth prospects and technological competitiveness. They will present investor relations pitches at the expo to demonstrate their business models and growth potential.
Outstanding companies will receive awards, while networking sessions with investors and consultations on distribution and sales channels will be held to help participants secure investment opportunities.
The exhibition layout has also been redesigned with a stronger business focus.
Instead of prioritizing visitor flow, the export consultation hall will be placed at the center of the exhibition, creating an integrated B2B environment linking corporate exhibits, business meetings and academic seminars.
The organizers plan to invite 200 buyers -- 170 from overseas and 30 from South Korea -- along with another 300 on-site buyers to create new business opportunities.
This year's goal is to hold 1,200 business consultations worth a combined 260 billion won ($187 million).
Rather than simply increasing the number of buyers, organizers said they will focus on matching companies with qualified buyers who have a high likelihood of signing contracts.
Ahead of the expo, a preview zone will operate at the C-Square Travel Lounge in downtown Cheongju from next month through October to attract visitors. Advance registration will also be available through the official website and Instagram account.
Kim Wang-il, director of the Advanced Bio Division at the North Chungcheong provincial government, said the expo is expanding its role as a growth platform by utilizing its accumulated business infrastructure to support corporate investment and market expansion.
"We will do our utmost during the remaining preparation period to make this Korea's leading export-oriented professional beauty expo," he said.
jwc@yna.co.kr
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