K-Consumer Goods Set Sights on China... KOTRA Holds 'Korea Premium Consumer Goods Promotion' in Chongqing

Held in Guanyinqiao, Chongqing's largest commercial district
Consultations with around 40 local buyers

The government and Korean distribution and consumer goods companies have kicked off efforts to tap Chongqing, which has emerged as China's largest consumer market. The Korea Trade-Investment Promotion Agency (KOTRA) said on the 2nd that it had joined forces with the Chongqing Municipal Government to hold the Korea Premium Consumer Goods Promotion for three days starting October 30 in Guanyinqiao, Chongqing's largest commercial district.

A view of the venue for the 2026 Chongqing Korea Premium Consumer Goods Promotion Fair, held by KOTRA for three days starting on the 30th of last month in Guanyinqiao, a key commercial district in Chongqing. KOTRA

Chongqing has recently become one of the most closely watched major consumer cities in China's domestic market. According to China's National Bureau of Statistics, Chongqing recorded about 332 trillion won (1.6688 trillion yuan) in total retail sales of consumer goods last year, overtaking Shanghai, which had held the top spot for many years, to rank first among all Chinese cities in consumer spending. In addition, as the only inland city in central and western China among the five "international consumption center cities" selected by the Chinese government in 2021, Chongqing is marking the fifth year since its designation by focusing on developing the "launch economy," which introduces new products and first flagship stores, experiential commercial districts, and efforts to attract international tourists, further solidifying its position.

Guanyinqiao, where the promotion was held, is considered one of Chongqing's key commercial districts, drawing 600,000 people on weekdays and more than 1 million on weekends. Its high proportion of trend-conscious young people made it an ideal venue for directly gauging the competitiveness of Korean consumer goods and consumer reactions.

A total of 46 Korean companies, including small and medium-sized enterprises and specialized trading companies in the beauty, fashion, food, and household goods sectors, took part in the event. Alongside product promotion and sales, a range of events—including K-pop dance performances, screenings of music videos by Korean Wave stars, and prize draws—attracted local consumers.

Support for business-to-business (B2B) transactions to help companies develop practical sales channels was also provided. In cooperation with the Chongqing Municipal Government, KOTRA invited around 40 prominent local buyers and distributors and arranged one-on-one export consultations. In particular, New Century Department Store, a major retailer representing Chongqing, set up a dedicated "distribution channel pavilion" at the event with KOTRA and began connecting Korean companies with opportunities to enter its stores. The pavilion featured 17 companies based in local governments, including three specialized trading companies and companies from Cheongju City, Jeju Special Self-Governing Province, and Chuncheon City.

Building on this promotional exhibition and business consultation event, KOTRA plans to increase direct transactions between Korean companies and regional distributors, including New Century Department Store. It will also continue follow-up support through logistics and customs clearance consultations to help turn the promotional event's results into actual export contracts.

Jang Sanghae, head of KOTRA's China Regional Headquarters, said, "Cooperation between companies in the two countries has become more active since the South Korea-China summit in January. As the center of gravity of Chinese consumption expands from coastal areas to inland regions, we will use this promotion as an opportunity to work with local governments in China and expand our efforts to enter key inland consumer markets and identify new distribution channels."

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