Koico, the organizer of Korea pavilions at overseas beauty exhibitions, operated a Korea pavilion at the 70th China Shanghai Hongqiao International Beauty Expo (CIBE), held June 24–26 at the NECC in Shanghai. The event, themed 'AI Beauty Technology and Future Industry Ecosystem,' drew over 2,000 exhibitors and 10,000 brands across 150,000 sqm, covering skincare, makeup, beauty devices, medical aesthetics, OEM/ODM, raw materials, and packaging. Koico’s 90 sqm pavilion featured five Korean companies offering functional cosmetics, derma cosmetics, and eye beauty products, which received positive feedback from local distributors and buyers.
## Market signal
China remains the world’s largest cosmetics consumer market, with a growing shift from price competition to quality and functionality. Premium skincare, derma cosmetics, and clean beauty are gaining traction, sustaining demand for Korean products with strong technology and differentiation. The rise of online platforms and live commerce is reshaping distribution, making brand storytelling and content marketing critical for competitiveness.
## Buyer-facing insights
Chinese buyers are increasingly prioritizing product efficacy, personalization, and premium positioning over low price. For overseas distributors and clinic buyers, this signals an opportunity to source Korean derma cosmetics and functional skincare that align with these trends. Koico’s pavilion highlighted that Korean brands with proven technology and clear differentiation are well-positioned to capture this demand.
## Regulatory and channel signals
Koico CEO Cho Wan-soo noted that China’s distribution channels have evolved rapidly post-COVID, requiring strategic adaptation. He emphasized that offline exhibitions should be extended into online content to reach more consumers and potential customers. This dual-channel approach is becoming essential for market entry, especially as live commerce and social platforms gain influence.
## Sourcing context
Koico is now recruiting exhibitors for the 2026 China Guangzhou International Beauty Expo (Autumn), scheduled for September 4–6. Interested companies can contact Koico (02-577-5927) for participation in the Korea pavilion. This provides a direct sourcing opportunity for overseas buyers seeking to connect with Korean beauty suppliers.