K-Brand Outstanding Products Seek Entry into Europe in Rome

"K-Beauty GLOW WEEK in Rome" Held

The Ministry of SMEs and Startups announced on June 14 that it hosted the "K-Beauty GLOW WEEK in Rome" in the Italian capital of Rome, aiming to support the entry of outstanding K-Brand consumer goods into the European market. The event featured ten small and medium-sized brand companies that have demonstrated export achievements in the fields of beauty, fashion (apparel), and lifestyle (home and living).

The event, held from June 12 to 13, provided each participating brand company with its own exhibition and experience space, allowing visitors to view and try out the products firsthand. To reach potential customers who could not attend in person, well-known local influencers were invited to share product features and their experiences in real time through social networking service (SNS) channels, thereby intensively promoting the outstanding products of Korean SMEs.

No Yongseok, First Vice Minister of the Ministry of SMEs and Startups, is touring the exhibition and experience zones at the 'K-Brand GLOW WEEK in Rome' held in Rome, Italy, on the 12th (local time). Ministry of SMEs and Startups

Major buyers in the consumer goods sector who have distribution channels across Europe, including Italy, also visited the venue to examine the exhibited products and meet with participating companies to discuss ways to further expand Korean products within the European market. Noh Yong-seok, First Vice Minister of the Ministry of SMEs and Startups, visited the event to personally experience the showcased products and took the time to listen to export-related challenges and suggestions for the government. During the meeting, companies conveyed their difficulties in responding to the increasingly strict regulations in Europe and logistical challenges, and requested the government’s support to address these issues.

Vice Minister Noh stated, "Europe has become a significant market as the popularity of K-beauty has risen remarkably in recent years, and this trend is expected to drive the growth of all K-brands. However, as recently reinforced export regulations are increasing the burden on companies entering the local market, we will strengthen our policy support to help Korean SMEs overcome these challenges and expand further into the European market."

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