The Korea International Trade Association (KITA) held a K-Beauty Premium Pop-Up Store at the Korean Cultural Center in São Paulo, Brazil, from May 22 to 24, 2026, to support domestic cosmetics companies in targeting the Latin American market. The event was co-organized with the Korean Cultural Center in Brazil and KOTRA São Paulo Trade Office, and sponsored by the Consulate General of the Republic of Korea in São Paulo. It coincided with Virada Cultural, São Paulo’s largest urban cultural festival, which attracts over 5 million visitors annually. A total of 27 companies representing 30 brands participated, including major firms such as Amorepacific, APR, and Celltrion, alongside small and medium-sized enterprises. Exhibitors showcased skin and hair care products and operated experiential marketing programs such as lucky wheels, photo zones, and social media events. Approximately 3,000 local consumers visited the pop-up during the three-day event. Opening ceremony attendees included Lee Seung-hyung, Director of KITA São Paulo Office; Kim Cheol-hong, Director of the Korean Cultural Center in Brazil; and Kwon Jun-seop, Director of KOTRA São Paulo Trade Office. Brazilian officials present included Angela Gandra, Director of International Cooperation for São Paulo City, and Pedro Rebelo, Director of International Cooperation at the Trade and Investment Agency.
According to KITA, South Korea’s cosmetics exports to Brazil grew from approximately USD 9 million in 2022 to around USD 55 million in 2025, a more than sixfold increase in three years. Jung Hee-chul, Head of KITA’s Overseas Marketing Division, stated, “Brazil is the largest consumer market in Latin America, and we hope this event provides an opportunity for domestic companies to directly gauge local consumer responses and refine their market entry strategies.”
Source: Read the original report | Published: May 25, 2026