A marketing event pairing culture with industry to promote Korean consumer goods in the United States, the world's largest consumer market, produced memorandums of understanding worth $8 million.
KOTRA said on the 18th that it held the "K-Consumer Goods North America B2B Export Consultation" during "KCON LA 2026," which ran for two days from the 14th local time at the Los Angeles Convention Center. The event was organized as part of the Ministry of SMEs and Startups' program supporting joint overseas expansion by large and small firms, through a collaboration among KOTRA, CJ ENM and the Korea Foundation for Cooperation of Large & Small Business, Rural Affairs.
Forty Korean companies in beauty, food, fashion and household goods took part, holding more than 193 one-on-one export consultations with 77 U.S. distributors and vendors. Export MOUs totaling $8 million were signed on site.
The United States is the world's largest consumer market at $5.6 trillion a year, and it is Korea's largest export market for beauty and food products. According to Korea Customs Service data, cosmetics exports to the U.S. reached $2.18 billion in 2025, up 15% from a year earlier, holding the top spot in the U.S. import market for a second straight year. Food exports also rose 13% from a year earlier to $2.2 billion, continuing their growth.
The consultations took place at a B2C promotional event aimed at general consumers, allowing buyers to gauge local consumers' reactions to Korean consumer goods directly as they took part. An official at a U.S. distribution company said that under the influence of Korean culture, more American consumers are seeking out Korean products themselves, adding that Korean products stand out for their quality and design and for how quickly they reflect trends. The official also said that in the U.S., there is strong interest in beauty products featuring new ingredients and functions and in food that is both convenient and health-conscious, adding a desire to find Korean products that meet such demand and introduce them to the local market.
Lee Keum-ha, head of KOTRA's North America regional headquarters, stressed that the popularity of Korean culture and consumer goods in the U.S., the world's largest market, lifts the overall national brand and brings large positive effects that spread to other markets and to general manufacturing. Lee added that KOTRA would do its utmost to help that popularity keep expanding by working with private companies and specialized institutions.
