▲ This poster for the 2026 Osong Cosmetics and Beauty Expo, to be held on Oct. 22-24, 2026, at Cheongju OSCO in Cheongju, North Chungcheong Province, is provided by the North Chungcheong provincial government. (PHOTO NOT FOR SALE)(Yonhap)

SEOUL, Oct. 20 (Yonhap) -- The 2026 Osong Cosmetics and Beauty Expo, aimed at promoting the appeal of K-beauty to the world, will be held for three days from Thursday at Cheongju OSCO in Cheongju, North Chungcheong Province.

Hosted by the North Chungcheong provincial government and Cheongju city government and organized by the Osong Bio Promotion Foundation, the expo is an industry-focused event combining B2B (business-to-business) and B2C (business-to-consumer) programs, including corporate exhibitions, export consultations, conferences and beauty experiences.

Under the theme "K-beauty Osong, Growing Together With the World," a record 254 companies will participate this year to meet visitors and buyers.

The expo will focus particularly on serving as a B2B-centered export platform to support corporate growth.

▲ This poster for the 2026 Osong Cosmetics and Beauty Expo, to be held on Oct. 22-24, 2026, at Cheongju OSCO in Cheongju, North Chungcheong Province, is provided by the North Chungcheong provincial government. (PHOTO NOT FOR SALE)(Yonhap)

A total of 200 verified buyers from South Korea and abroad, selected in cooperation with professional organizations including the Korea Trade-Investment Promotion Agency (KOTRA), will take part. Major Japanese buyers, including Ito-Yokado and Marui Group, will also participate, with more than 1,200 one-on-one customized consultations expected to take place.

The number of participating overseas companies has more than quadrupled to 26 this year from six last year, laying the groundwork for the expo to seek accreditation as an internationally certified exhibition next year, organizers said.

A new growth program for 10 promising startups will also be introduced to help early-stage companies secure funding and develop sales channels.

Academic and professional events will include a seminar on strategies for entering the European market hosted by the French-Korean Chamber of Commerce and Industry and a K-clean beauty seminar by the Korea Testing & Research Institute on the first day. The second day will feature an international biocosmetics conference and a seminar on next-generation cosmetics technology and global K-beauty innovation strategies.

Visitors will also be offered a variety of entertainment and benefits.

In addition to prize events sponsored by 34 official partners, attractions will include artificial intelligence-powered skin analysis and caricature services, DIY perfume-making, instant photo booths and "Malja Show" by comedian Kim Young-hee.

Admission to the expo is free.

Visitors can register in advance through the official website, osongbeautyexpo.kr, through Tuesday for more convenient entry.

For visitors using public transportation, free shuttle buses will run every 20 minutes from the bus charging station across from Exit 3 of KTX Osong Station to the expo venue.

"This year's expo, which will be held on the largest scale ever, will provide companies with opportunities to take a leap onto the global stage and offer visitors a meaningful venue filled with beauty experiences and benefits," Jang Woo-sung, head of the provincial Bio, Food and Drug Bureau, said. "We ask for your interest and participation."

[ⓒ K-VIBE. 무단전재-재배포 금지]