The Korea International Trade Association (KITA) held the 'K-Beauty Premium Pop-up Store' at the Korean Cultural Center in Sao Paulo, Brazil, from the 22nd to the 24th (local time), jointly with the Korean Cultural Center in Brazil and the KOTRA Sao Paulo Trade Office, the association said Tuesday.
Sponsored by the Consulate General of the Republic of Korea in Sao Paulo, the event was organized to support the Brazilian market entry and business-to-consumer (B2C) marketing of promising Korean cosmetics companies. The pop-up was timed to coincide with 'Virada Cultural,' Brazil's largest urban cultural festival that draws more than 5 million visitors annually, maximizing exposure to local consumers.
A total of 27 companies and 30 brands participated in the pop-up store, including major firms such as Amorepacific (090430), APR, and Celltrion (068270), along with promising small and medium-sized enterprises, showcasing a variety of skincare and haircare products. About 3,000 local consumers visited the store over the three days.
Korea's cosmetics exports to Brazil have grown sixfold in three years, from about $9 million (approximately 13.6 billion won) in 2022 to about $55 million in 2025, with local demand for K-beauty rapidly expanding.
"Brazil is the largest consumer market in Latin America with a population of about 210 million and a place where global beauty companies compete fiercely," said Chung Hee-chul, head of KITA's Overseas Marketing Division. "I hope this event served as an opportunity for companies to directly observe local consumer responses and use the insights in developing future market entry strategies."
Kim Cheol-hong, director of the Korean Cultural Center in Brazil, added, "This pop-up store is a good example of culture meeting business. We will continue to work to spread the Korean Wave through cultural content." Kwon Jun-seop, head of the KOTRA Sao Paulo Trade Office, emphasized, "Brazil is a market with entry barriers such as certification and distribution, so we will spare no effort in supporting our export companies' local market entry."
The opening ceremony was attended by Lee Seung-hyung, head of KITA's Sao Paulo Office, Director Kim, Head Kwon, Hong Seong-jun, economic consul at the Consulate General in Sao Paulo, and Lee Jeong-seok, head of the Sao Paulo branch of the Korea Agro-Fisheries & Food Trade Corporation. From the Brazilian side, city government officials including Angela Gandra, director of international cooperation at the Sao Paulo city government, and Pedro Rebelo, head of the international cooperation office at the trade and investment agency, as well as figures from the Sao Paulo Museum of Art (MASP), attended.
