‘K-Beauty Glow Week’ held in Shanghai, 50 small brands begin tackling the Chinese market
The Chinese cosmetics market is the second largest… The official local expansion project for K-Beauty has begun
In early January 2026, another major K-Beauty event unfolded in Shanghai. This project, which was government-led with fifty SMEs participating, showcased their products and drew attention for its multidimensional marketing plan that went beyond a mere exhibition to include real export consultations and customer feedback.
Speeding Up China Expansion with ‘K-Beauty Glow Week in Shanghai’
From January 6 to 7, the ‘K-Beauty Glow Week in Shanghai’ event was held at the Fuxing Art Center in Shanghai, where 50 K-Beauty SMEs and indie brands participated, showcasing their developed products and engaging in various promotional activities. Notably, companies assigned as ‘K-Export Strategy Items’ and winners of the ‘K-Beauty Creator Challenge’ stood out prominently.
This event was significant as it was the first overseas base event since the proclamation of global entry for export-promising products in Seongsu-dong, Seoul, last December.
“Now is the optimal time for K-Beauty to secure a foothold in the large market of China, given its recognized competitiveness in the global market.”
The Ministry of SMEs and Startups provided various participation opportunities through this event to ensure that the technological capabilities and marketing strategies of K-Beauty brands lead to actual contracts.
Pop-up store centered on the four major categories of cosmetics
One of the core features of the event was the pop-up store where consumers could directly test and experience products. The space was divided into face, hair, lip, and body types, providing an intriguing experiential environment, while brands operated concept zones emphasizing their unique stories and values throughout the booths.
Additionally, participatory events like the K-Beauty Experience Package and Create Your Own Goods were held throughout the pop-up store, attracting local spectators.
Given that Chinese consumers seek ‘fresh experiences’ to distinguish from existing brands, such experience-centric marketing became a powerful weapon for K-Beauty brands.
“It was impressive to not just see the products but touch and experience them, building trust in the brand.” – Shanghai local visitor
Enhanced live commerce and consultations for real-time communication
Besides the on-site events, the event actively incorporated elements that could lead to actual sales. Live commerce was conducted with brand representatives introducing products in real-time, answering consumer inquiries, and eliciting lively responses.
Thanks to integration with online channels focused on sales, opportunities for non-face-to-face purchases were secured, opening sales channels beyond mere exposure from the brand’s perspective.
Moreover, during the two-day event, consultations with buyers, online platforms, and distributors were held, which could be seen as the ‘starting point of B2B business’ externally.
“Through the consultations, we discussed very specific purchasing talks beyond expectations. It wasn’t just event participation but a real opportunity for export.” – Participant company representative
Providing preferential opportunities for export support projects through competitions
On January 7, the K-Beauty product competition was attended by judges from four local Chinese institutions and four domestic industry institutions. The comprehensive evaluation focused on competitiveness and growth potential in the actual Chinese market rather than mere external design or fame.
For brands, winning the competition could lead to benefits in government export support projects, making it a critical stage for achieving substantial outcomes.
Participant brands showcased strategic weapons they prepared, examining overall factors from product planning and ingredients fit for the Chinese market to price competitiveness.
“The competition is not just a show but an evaluation platform to receive official government support. Since it directly connects to actual export support, participants’ concentration was remarkable.”
The continued favorable environment for K-Beauty in the Chinese cosmetics market
Most importantly, the backdrop of this event was the unique structural characteristic of the Chinese market. As the second-largest in the global cosmetics market, there remains a high curiosity for ‘new products’, and continuous demand for quality foreign brands. Particularly, the enthusiastic support for SME and indie brands is increasing, indicating a trend towards fresh and unique products.
This structural characteristic made the event even more strategic. Various brands attempted to stimulate local tastes through accumulated technology and concepts.
“China is not just a battlefield for large brands. In fact, there are more opportunities for K-Beauty SMEs.”
Government-supported events were designed with such strategic context, and the response from participating companies was positive.
Government’s policy on brand development and globalization
Seunbae Lee, Global Growth Policy Officer at the Ministry of SMEs and Startups, stated that the competitiveness of K-Beauty brands was once again proven through this event.
“K-Beauty is a global competitor with overwhelming quality, quick trend adaptation capabilities, and unique brand stories. We will continue to discover innovative products and expand national marketing capabilities to support K-Beauty’s settlement on the world stage.”
Follow-up projects will proceed not just as one-time events but through actual connections with overseas distribution networks, and target campaigns for global consumers will also become more active.
This strategic event highlights the possibility of domestic SME startup companies serving as a springboard for global entry.
In Conclusion
The ‘K-Beauty Glow Week’ held in Shanghai went beyond a simple expo, serving as a practical overseas expansion project. It stood as a venue where small brands unveiled their colors on the world stage, marking an important milestone to anticipate where the future flow of K-Beauty is headed.
The ‘Shanghai K-Beauty Glow Week’ has become an important occasion to widely promote the innovation of K-Beauty to the Chinese market. With support from companies like , we anticipate that Korean SMEs will continue to grow in the global market with superior cosmetics.
