LG Household & Health Care Shines at Mexico K-Expo

LG Household & Health Care's booth at the 2026 Mexico K-Expo, held in Mexico City from September 24 to 27, experienced a surge in popularity, attracting an average of more than 5,000 visitors each day. This marked the first comprehensive Hallyu (Korean Wave) expo in Latin America, organized by the Korea Creative Content Agency and hosted by the Ministry of Culture, Sports and Tourism.

Mexico, with its population of 130 million, stands as the second-largest cosmetics market in Latin America, following Brazil. The local interest in Korean beauty products, or K-beauty, has surged, with South Korean cosmetics exports to Mexico surging by approximately 150% last year compared to the previous year.

To tap into this burgeoning market, LG Household & Health Care showcased its successful North American brands, 'Dr. Groot' and 'The Face Shop,' at the expo. The promotional booth was set up with a 'pop-up truck' concept, symbolizing its arrival in Mexico after achieving success in the United States, including New York and LA. On-site, Representative Lee Sun-ju took on the role of a promotional ambassador, engaging with local buyers and directly explaining the products to visitors.

The second day of the event, September 25, saw the presence of high-profile figures from political and business circles, including President Lee Jae-myung, First Lady Kim Hye-kyung, and Chey Tae-won, Chairman of the Korea Chamber of Commerce and Industry, who visited the booth to offer their support.

The premium scalp care brand Dr. Groot presented 12 products from its 'Scalp Revitalizing Solution' lineup, which has garnered recognition for its quality on US Amazon and Sephora. Notably, the customized scalp diagnosis service and texture experience program garnered significant positive feedback from local customers. The Face Shop's 'Migamsu' line, boasting a cumulative sales volume of 50 million units, also captivated visitors through interactive events and experience zones using rice.

LG Household & Health Care plans to capitalize on the positive feedback received during the expo to aggressively expand its business opportunities in Mexico. The company aims to bolster brand awareness through collaborations with local influencers to create Spanish-language social media content and host sampling events. In terms of distribution channels, LG Household & Health Care will partner with major local distributors to increase offline touchpoints and simultaneously strengthen its online presence through 'Mercado Libre,' the leading e-commerce platform in Latin America.

An official from LG Household & Health Care expressed, "Mexico is a place where the enthusiasm for Korean culture and K-beauty is very hot," and added, "Based on the consumer insights and marketing experience accumulated locally, we will expand our business opportunities throughout Latin America."