Editor’s Note
**Editor’s Note:** This article outlines the upcoming 2026 Osong Cosmetic Beauty Expo, set to take place in Cheongju this October. With a focus on global K-Beauty expansion, the event promises a robust mix of business and consumer engagement.
(Cheongju = International News) Reporter Lee Sang-seok = Chungcheongbuk-do Province announced that the ‘2026 Osong Cosmetic Beauty Expo’ will be held from October 22 to 24 at Cheongju Osco. The event, themed ‘K-Beauty Osong, Growing with the World,’ will feature a variety of B2B and B2C programs including corporate exhibitions, export consultations, conferences, and beauty experience zones.
A key change this year is the introduction of a growth program targeting cosmetic and beauty startups founded within the last seven years. Twenty companies will be recruited, evaluated on business viability, marketability, growth potential, and technology, with ten selected. Selected companies will undergo on-site IR pitching, Q&A sessions with investors and experts, and mentoring. The program also includes awards for outstanding companies, investor networking, and distribution/sales channel consultations.
As of 90 days before the opening, 226 companies and 309 booths have been confirmed, achieving 94% of the target. This represents a 20% increase in the number of companies and a 15% increase in booths compared to the previous year. Joint pavilions have also been expanded with organizations such as the Korea Testing & Research Institute (KTR), Chungbuk Bio Industry-Academia Convergence Institute, Chungbuk Techno Park, Cheongju University, Seowon University, and the Small Enterprise and Market Service (SEMAS). Official sponsors have been confirmed at 35 companies.
The exhibition hall will be restructured around companies, with the export consultation area placed at the center of the venue. This creates a seamless B2B flow connecting corporate exhibitions, export consultations, and academic seminars. This year’s targets are 1,200 consultations and 260 billion KRW in consultation value.
A total of 200 invited buyers—170 from overseas and 30 domestic—will participate, along with 300 on-site buyers, totaling approximately 500 attendees. Buyers are being recruited in collaboration with eight global organizations, including KOTRA, the Korea Exhibition Industry Promotion Association (KEIPA), the Korea MD Association, and the German, French, Indian, and Turkish chambers of commerce in Korea, as well as the Japan-Korea Cosmetic Association.
From August to October, an Expo Preview Zone will operate at the C-Square Travel Lounge in Cheongju’s Seongan-gil district. This zone will feature sponsor cosmetic exhibitions, beauty experience programs, and on-site purchase links via QR codes.
Pre-registration is available through the official website and Instagram. Pre-registrants can receive event news and participate in giveaway events.
Kim Wang-il, head of the Advanced Bio Division at Chungcheongbuk-do Province, stated:
He added that from D-90 days onward, the province will accelerate buyer pre-matching preparations to maximize export outcomes for participating companies.
Reporter Lee Sang-seok
[email protected]
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