CHEONGJU — The 2026 Osong Cosmetics and Beauty Expo, a showcase of the present and future of South Korea's K-beauty industry, opened on the 22nd at OSCO (Osong Convention Center) in Cheongju.
North Chungcheong Province and the city of Cheongju said the opening ceremony was held at Cheongju OSCO on the 22nd, attended by North Chungcheong Governor Shin Yong-han, the mayor of Cheongju, the speakers of the provincial and city councils, the head of the Ministry of Food and Drug Safety, local media executives, business and academic figures, and influencers promoting K-beauty worldwide.
Held under the slogan "K-Beauty Osong, Growing With the World," this year's expo drew a record 254 companies, and the buyer meeting rooms and exhibition halls were busy from the first day.
One-on-one export consultation sessions are under way with 200 vetted overseas buyers selected in cooperation with KOTRA and other partners, along with major global buyers such as Japan's Marui Group. More than 1,200 business-to-business meetings are planned. An investor relations and mentoring program for 10 promising startups also drew a strong response on the opening day.
A range of attractions has been prepared for visitors. Hands-on booths offering artificial intelligence skin diagnostics, DIY perfume making and photo booths drew steady crowds, while prize giveaways arranged by 34 official sponsors and competitively priced products from participating companies won a warm response.
Hamzy, a YouTuber with 14 million subscribers, is visiting the venue to experience and share the expo's attractions.
Admission is free. Visitors can enter after a brief registration at on-site desks during the event. Free shuttle buses run every 20 minutes from the bus charging station across from Exit 3 of Osong Station to the Cheongju OSCO venue.
"North Chungcheong Province will act as the most diligent salesperson for K-beauty companies, knocking on the doors of overseas buyers so that excellent products can reach global markets," Governor Shin said.
The 2026 Osong Cosmetics and Beauty Expo runs through Oct. 24 at Cheongju OSCO, with side events and prize giveaways for visitors including comedian Kim Young-hee's "Malja Show" at 1 p.m. on the 24th.