K‑Beauty Shifts Away From China as the U.S. Becomes Its Largest Export ...

As South Korea’s beauty industry faces prolonged weakness in the Chinese market, government‑backed overseas exhibition programs are being comprehensively restructured to reflect a clear shift in export priorities.

According to data released by the Korea Ministry of Food and Drug Safety (MFDS), total K‑beauty exports reached USD 3.1 billion in the first quarter of 2026. By destination, the United States accounted for USD 620 million, or 19.8% of total exports, maintaining its position as South Korea’s largest beauty export market.

Exports to the U.S. increased 40.9% year‑on‑year, marking the strongest growth among major markets. The U.S. has held the top position since 2025, when it overtook China for the first time. The continued expansion underscores a structural shift in global demand for Korean beauty products, particularly in North America.

In contrast, exports to China declined 9.6% year‑on‑year to USD 470 million, extending a downward trend that has persisted despite China’s historical role as the industry’s dominant overseas market. Japan posted a 7.4% increase to USD 290 million, showing relatively stable growth but remaining well behind the U.S. in overall share.

Taken together, the figures indicate that K‑beauty’s export landscape has moved decisively from a China‑centric structure toward a North America‑focused model.

This shift is also reflected in changes to overseas exhibition support programs. According to the Korea Cosmetic Association’s “2026 Overseas Beauty Exhibition Participation Plan,” the number of supported overseas regions will remain at four, unchanged from 2025. However, the geographic focus and composition of exhibitions have been significantly revised.

Notably, major Chinese mainland exhibitions—such as the Shanghai Beauty Expo and Guangzhou International Beauty Expo, which served as key platforms in 2025—have been excluded from the 2026 support program. Instead, new emphasis has been placed on Southeast Asia, with exhibitions in Bangkok, Thailand, and Kuala Lumpur, Malaysia, added to the schedule. These markets are widely viewed as offering strong growth potential and lower entry barriers for Korean brands.

A more significant shift is the inclusion of Cosmoprof North America Miami, scheduled for early 2027, which has been preemptively incorporated into the 2026 planning framework. The move signals a strategic effort to expand K‑beauty’s footprint beyond Asia and establish a stronger presence in the U.S. market.

While mainland China exhibitions have been scaled back, participation in Cosmoprof Asia Hong Kong will be maintained at the same scale as the previous year. Hong Kong continues to function as a global trade hub, attracting buyers from Southeast Asia, North America, Europe, and the Middle East. Industry observers interpret this as a pragmatic approach aimed at reducing exposure to China‑specific risks while preserving global market connectivity.

Institutional support structures have also been reorganized. In 2025, overseas beauty exhibitions were supported through a dual system involving both the Korea Federation of SMEs and KOTRA (Korea Trade‑Investment Promotion Agency). Beginning in 2026, all exhibition support programs have been consolidated under KOTRA.

Market participants note that KOTRA’s overseas infrastructure—particularly its U.S. network and business‑to‑business matching capabilities—could facilitate follow‑up support in areas such as FDA compliance, local distribution channels, and brand localization, though the effectiveness of these measures will depend on execution.

Korea Cosmetic Association’s Draft Plan for 2027 K‑Beauty Overseas Exhibition Participation.

Overall, export performance data and exhibition policy adjustments point in the same direction. The 2026 strategy marks a departure from China‑focused expansion and highlights a broader reorientation toward Southeast Asia and Western markets, led by the United States. Analysts view the shift as an early indicator of a longer‑term restructuring of K‑beauty’s global export model, driven by changing demand patterns and risk considerations rather than short‑term market fluctuations.