KOTRA Hosts First Integrated K-Beauty and K-Food Exhibition in Czech Republic... "K-Consumer Goods Promotion in Prague" Held

The Korea Trade-Investment Promotion Agency (hereinafter referred to as KOTRA) announced on the 26th that, together with the Korean Embassy and the Korea Agro-Fisheries & Food Trade Corporation (aT), it hosted the "K-Consumer Goods Promotion in Prague" at Westfield Chodov, the largest shopping mall in Prague, Czech Republic, over two days from May 23.

This showcase was the first offline integrated promotion of K-Beauty and K-Food products held in the Czech Republic, allowing local distributors and consumers to directly experience and purchase Korean consumer goods.

KOTRA Prague Trade Center held the "K-Consumer Goods Promotion Fair in Prague" in Prague, Czech Republic, from May 23 to 24. The photo shows local consumers visiting the event and examining K-Food products. Photo by Korea Trade-Investment Promotion Agency

The showcase took place in the main lobby on the first floor of the mall and featured a comprehensive marketing event for consumer goods and culture, including K-Beauty experiences, K-Food tastings, on-site sales, K-pop and Taekwondo performances, a photo zone, and social media (SNS) events. Sixty-eight K-Beauty and K-Food companies participated, presenting 315 products, while seven Czech vendors operated their own booths, increasing real-time consumer engagement and sales performance at the event.

In the Czech Republic, K-Beauty has become such a prominent category that it is driving the growth of major retail channels. According to local distributors, the Korean skincare brand "Beauty of Joseon" has achieved sales that surpass those of Nivea, a leading European brand. On the online mall of the Czech drugstore chain Rossmann, the far-left menu is dedicated to a separate "K-Beauty" category, and "K-Beauty" is one of the most popular search terms.

The K-Beauty boom in the Czech Republic is also evident in trade statistics. Korean cosmetics imports to the Czech Republic increased more than tenfold in five years, from USD 4.7 million in 2020 to an estimated USD 48.05 million in 2025. Imports of K-Food from Korea also rose 80% over two years, from USD 5.18 million in 2023 to an expected USD 9.37 million in 2025, reaching new record highs every year.

Located at the very center of Europe, the Czech Republic is a mid-sized market with a population of about 10 million, but it boasts a high share of online sales and developed pan-European retail channels such as Notino, Alza, and Rohlik, enhancing its value as a strategic base for expanding K-consumer goods throughout Europe.

Hong Youngki, Ambassador of the Republic of Korea to the Czech Republic, stated, "Interest in Korean culture is rapidly expanding into K-Beauty and K-Food consumption in the Czech Republic," and added, "As an export base for K-Food, the Embassy will continue to broaden opportunities for Czech consumers to experience the tastes and styles of Korea."

Lee Inkyu, Director of KOTRA's Prague Trade Center, said, "K-Beauty is so influential in the Czech Republic that it can dictate the growth of local retail channels, and the K-Food consumer base is also growing rapidly every year. Through this promotional event, we will do our utmost to help Korean companies use the Czech Republic as a launching pad to expand exports across Europe."

This content was produced with the assistance of AI translation services.