Inha University's GTEP (Glocal Trade Experts Incubating Program) team successfully supported Korean small and medium beauty enterprises at the 2026 Tokyo BeautyWorld, Japan's largest beauty trade fair. This participation signals growing opportunities for overseas buyers to source verified K-beauty products and explore OEM/ODM partnerships through university-backed trade delegations.
Market signal
Tokyo BeautyWorld, held annually at Tokyo Big Sight, is Japan's premier exhibition for cosmetics, beauty devices, nails, and eyelash products. Notably, 53.7% of visitors are business owners or executives, enabling direct price negotiations and exclusive contract discussions. This makes it a critical gateway for K-beauty brands targeting the Japanese market.
Sourcing context
Inha University students Han Sang-eun and Shin Ju-young supported export activities for partner company Ire Cosmetics Co., Ltd. at the exhibition booth. They conducted export consultations and product promotions targeting Japanese and Asian buyers, demonstrating practical trade skills. Ire Cosmetics showcased products meeting Japan's stringent quality standards.
What buyers should watch
The GTEP team promoted the company's in-house manufacturing infrastructure, offering not only finished product exports but also customized OEM and ODM partnerships. They focused on B2B proposals for salon channel buyers, including aesthetic, nail, and multi-beauty salons. Live demonstrations at tester stations and sample kit distributions facilitated concrete contract discussions.
Performance highlights
During the exhibition, the team sold all 50 promotional products and conducted over 30 buyer consultations, with three contracts currently under negotiation. E-commerce metrics showed improvement: Qoo10 order conversion rates rose from 6.4% to 8.51%, and daily average SNS impressions increased by 9.7% compared to the previous three days.
Regulatory and channel signals
Kim Woong-hee, head of Inha University's GTEP team, stated: "Tokyo BeautyWorld can serve as a key gateway for K-beauty to enter Japan's online and offline distribution and salon channels." He added that the program will continue supporting domestic companies' export expansion and strengthening students' field experience. Inha University has participated in the GTEP project for 20 consecutive years.
Source: Read the original report | Published: June 07, 2026