Hyundai Home Shopping's "Coasis" Expands Global Market Reach with K-Beauty Brands

Support for Participation in "2026 Hanoi Korea Brand & Entertainment Expo"

15 Featured Brands Achieve $7.94 Million in Export Consultations

Hyundai Home Shopping has begun supporting the overseas expansion of brands featured in its own beauty select shop, "Coasis." After recently opening three Coasis stores in quick succession at Hyundai Department Store Cheonho Branch, Hyundai Outlet Garden Five Branch, and Dongdaemun Branch, thereby helping competitive domestic beauty brands expand their domestic distribution networks, the company is now offering opportunities for global market expansion by supporting participation in overseas exhibitions.

Hyundai Home Shopping announced on July 8 that from July 2 to July 4 (local time), it participated in the "2026 Hanoi Korea Brand & Entertainment Expo (KBEE)" held at the National Convention Center in Hanoi, Vietnam, together with 15 beauty brands featured in Coasis. As a result, the company achieved export consultation results totaling 7.94 million dollars (approximately 12.2 billion KRW).

Hyundai Home Shopping Supports Overseas Expansion of Koasis Beauty Brand. Hyundai Home Shopping

Hyundai Home Shopping provided comprehensive support for the successful overseas expansion of the participating brands. This included covering ancillary costs required for exhibition participation and offering exclusive booths where local buyers could directly experience the brands’ products. In addition, the company conducted local market research and networking programs to help partner companies achieve tangible business results.

In particular, at this expo attended by buyers from over 200 overseas companies, Hyundai Home Shopping introduced a variety of marketing initiatives linked to K-pop, Korean dramas, and other Korean Wave content, thereby boosting the local awareness of participating brand products. As a result, active export consultations were held based on the popularity of K-content and the competitiveness of the products, attracting strong interest from local buyers.

Hyundai Home Shopping plans to continue actively supporting the exports and global market expansion of K-beauty brands featured in Coasis. Additionally, the company intends to steadily expand new Coasis stores in Korea to help small and medium-sized partner companies secure stable distribution networks.

Kwangyoung Han, CEO of Hyundai Home Shopping, stated, "Coasis is expanding its role from a distribution platform that promotes outstanding domestic beauty brands to a win-win platform that also supports their entry into overseas markets. We will further strengthen customized support so that competitive domestic small and medium-sized brands can build global competitiveness and achieve sustainable growth."

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