Recently, K-beauty companies have been making notable strides in the Vietnamese market. From July 2 to 4, 107 domestic consumer goods companies participated in the '2026 Hanoi Hallyu Expo' and 'ASEAN K-Food Fair' at the National Convention Center in Hanoi, Vietnam, securing MOUs and contracts worth $33 million. This figure more than doubles the results of the 2022 Hanoi Hallyu Expo.
Additionally, at the 'Beauty Summit 2026' held in Hanoi from June 19 to 20, the Anyang Industry Promotion Agency operated a joint booth for Anyang City, supporting 10 local beauty companies in their Southeast Asian market entry. The agency also signed an MOU with Cat Tien Sa Media Group, a leading Vietnamese media content company, to strengthen local promotion and marketing support.
Global K-beauty distribution platform KISIDE participated in the 'K-TREND VINA EXPO 2026' held in Ho Chi Minh City on June 26-27, offering local consumers a 'self-clinical' skin diagnosis solution and personalized K-beauty product recommendations. This approach is seen as a strategy reflecting Vietnamese consumers' strong interest in product ingredients and functionality.
Vietnam's high economic growth rate, young consumer base, and the popularity of K-pop and K-content are driving steady growth in demand for K-beauty products. Vietnam has emerged as the fourth-largest market for Korean consumer goods exports, following the US, China, and Japan.
This potential in the Vietnamese market presents significant opportunities for K-beauty companies. Through localized strategies and active business exchanges, brands can boost recognition and ultimately expand K-beauty's influence throughout Southeast Asia.