SPONUVA, a South Korean medical aesthetics and premium skincare brand, has signed a formal distribution agreement with COS & KO VINA in Vietnam and secured a memorandum of understanding with a Malaysian drugstore chain during VIPREMIUM 2026, signaling a strategic push into Southeast Asia. The brand also demonstrated strong consumer demand through a live-streaming sales event that sold out 1,000 units in five minutes, highlighting the potential for K-beauty and sport skincare products in the region.
Market signal
SPONUVA participated in VIPREMIUM 2026, held June 4–7 at the SECC in Ho Chi Minh City, Vietnam. The 14th edition of this premium consumer goods exhibition, organized by the Korea International Trade Association and COEX, featured 167 exhibitors and facilitated over 1,000 export consultations with 320 local buyers. The event served as a platform for SPONUVA to formalize its entry into the Vietnamese market.
Distribution and channel expansion
SPONUVA signed an official distributorship agreement with COS & KO VINA, establishing a direct channel into Vietnam. Additionally, the brand signed an MOU with a Malaysian drugstore chain, laying the groundwork for multi-country expansion across Southeast Asia. This dual-channel approach allows SPONUVA to access both Vietnamese and Malaysian retail networks from a single exhibition.
Live-selling success and influencer engagement
During the exhibition, a mega-influencer with approximately 2.3 million followers conducted a live broadcast from the SPONUVA booth. All 1,000 prepared units sold out within five minutes, reflecting strong local demand for K-beauty and sport-oriented skincare. SPONUVA is now in discussions with other influencers who have shown high interest in its products, indicating a scalable influencer-driven sales model.
Domestic market reinforcement
Concurrent with its overseas push, SPONUVA is strengthening its domestic presence in South Korea. The brand has entered premium pharmacy channels, including Gangnam Mega Select Pharmacy and Paju Unjeong Village Pharmacy. The company expects its pharmacy channel strategy to bear fruit, enabling simultaneous growth in both domestic and international markets.
What buyers should watch
For overseas importers and distributors, SPONUVA's rapid sell-out via live commerce and its ability to secure multiple distribution agreements from a single trade show signal strong market validation. The brand's focus on premium pharmacy and drugstore channels suggests a positioning in the high-end skincare segment. Buyers monitoring K-beauty and sport skincare trends in Southeast Asia should consider SPONUVA as a potential partner for regional expansion.
Source: Read the original report | Published: June 12, 2026