K-beauty expo to open this week in Cheongju

North Chungcheong Province announced plans to host its annual Cosmetics & Beauty Expo in Cheongju this week. The event, titled Cosmetics & Beauty Expo Osong Korea 2026, is set to take place from Thursday to Saturday in Osong, a district located 83 kilometers south of Seoul. The primary objective of the expo, as stated by the provincial government, is to connect local companies with international buyers through a business-to-business (B2B) focus.

The theme for this year's expo, "K-Beauty Osong seeks growth along with global partners," highlights its aim to facilitate growth and partnerships in the K-beauty industry. With over 250 companies expected to participate, the event promises to be the largest edition yet. Director-general of the provincial government's bureau of biologics, food, and drugs, Jang Woo-sung, emphasized the opportunities the expo offers for local companies to expand into overseas markets.

Visitors to the expo will have the chance to experience K-beauty products firsthand. The annual expo in Cheongju has been held since 2013, with the exception of 2014. To ensure a successful event, the provincial government has partnered with the Korea Trade-Investment Promotion Agency (KOTRA) to invite 200 foreign exhibitors.