The Ministry of SMEs and Startups said on the 14th it held "K-Beauty GLOW WEEK in Rome" in Rome, Italy, to support the entry of domestic consumer-goods brands into the European market.
The event ran on the 12th and 13th. Ten domestic small and midsize companies with export competitiveness in beauty, fashion and lifestyle took part. To support the global expansion of Korean brands, events were also held in Shanghai in Jan. and Hanoi in Apr.
On site, each participating corporation had an exhibition and experience booth where visitors examined and tried the products themselves. Well-known local influencers also joined the event and introduced product features and reviews through social media (SNS).
Interest from Europe's retail sector continued. Major buyers with distribution networks across European countries, including OVS, Italy's largest beauty, fashion and lifestyle distribution corporation, visited the venue and held consultations with the participating corporations. They discussed ways to expand local sales using their own distribution channels and options for cooperation.
Vice Minister Noh Yong-seok of the Ministry of SMEs and Startups (MSS) also visited the venue and looked over the exhibited products. At a subsequent roundtable, officials listened to difficulties in the export field and policy suggestions.
Corporations attending the roundtable appealed about the burden of responding to various regulations that have been tightening recently in Europe and difficulties related to logistics, requesting expanded government-level support. The Ministry of SMEs and Startups (MSS) plans to support domestic small and midsize companies' entry into the European market based on on-site feedback.
Vice Minister Noh said, "Europe is an important market where the overall growth of Korean brands is expected, as domestic beauty brands have become noticeably more popular in recent years," adding, "However, as the burden on locally operating companies is also growing due to strengthened export controls in recent times, we will strengthen policy support so domestic small and midsize companies can ease difficulties and enter the European market in greater numbers."