KOTRA has established an export platform with Lotte Home Shopping to promote K-beauty and lifestyle products in the western United States. The initiative aims to enhance the market entry potential for domestic small and medium-sized enterprises (SMEs) by combining product displays with consumer experiences and consultations with local distributors.
According to KOTRA, the two organizations are operating a K-beauty and lifestyle pop-up store at The Grove in Los Angeles from July 17 to August 15. A total of 39 domestic SMEs are participating in the event.
The Grove is a prominent shopping destination frequented by both locals and tourists in Los Angeles. KOTRA plans to showcase products in an area where K-pop and K-beauty consumption is thriving, aiming to increase brand awareness and gauge local market reactions.
The pop-up store is themed 'Live Seoul' and features two main areas: 'Seoul Beauty,' which offers personal color diagnosis and makeup classes, and 'Seoul Now,' where visitors can experience K-pop, food, fashion, instant photography, and coin karaoke.
KOTRA is linking the consumer-focused pop-up with one-on-one export consultations for major U.S. retail buyers. They will invite representatives from beauty specialty chains, large retailers, and online platforms to explore the potential for local market entry and export contracts for participating companies.
Last year, the United States was the largest market for K-consumer goods, with exports in food, beauty, household items, and fashion totaling $6.5 billion. The U.S. beauty and personal care market was valued at $104 billion in the same year.
The U.S. consumer goods market varies significantly by region in terms of consumer preferences and distribution structures, making the pop-up a valuable opportunity to assess local reactions and connect with buyers before formal market entry.
This event is part of the 'Export Support Project for Retail Companies' launched by the Ministry of Trade, Industry and Energy and KOTRA in April. It aims to support the overseas expansion of domestic retail companies while simultaneously broadening the export channels for SMEs that enter these retail networks.
KOTRA is providing marketing, consulting, import customs and tariff information, and buyer consultations for 13 selected retail companies this year. By securing a sales base abroad, domestic retail companies can help SMEs enter the local market without needing to establish separate distribution networks.
Kang Kyung-seong, President of KOTRA, stated, "This is a mutually beneficial support model that expands the market for small K-consumer goods companies alongside the overseas expansion of retail companies. We aim to create an ecosystem where the globalization of culture and industry can thrive together."
* This article has been translated by AI.
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