Confirmed Attendance of 130 Global Buyers Worldwide… Featuring Online and Offline Business Matchmaking with Over 700 Promising K-Brands, Pop-up Stores, and Various Programs

Hosted by the Ministry of SMEs and Startups (MSS) and the Korea SMEs and Startups Agency (KOSME), the large-scale export consultation event '2026 K-BRAND GLOW WEEK' will be held for three days from November 24 to 26, 2026, at 'Anderson C' in Seongsu-dong, Seoul.

This event is a mega-scale business matchmaking event featuring 700 promising export-oriented small and medium-sized enterprises (SMEs) in the K-beauty, K-food, K-lifestyle, and K-fashion sectors that will lead the global distribution network. Notably, being held in 'Seongsu-dong', Korea's hottest retail hub and testbed for K-brands, attendees will be able to directly observe the real-time reactions of Korean consumers and discover brands with high potential before they enter the global market.

The participating brands, selected through KOSME's rigorous verification process, are diversely categorized into K-beauty (60%), K-food (20%), K-lifestyle (10%), and K-fashion & others (10%).

The event will be joined by 130 global buyers from around the world whose attendance has been confirmed through pre-registration. The 80 buyers participating in on-site consultations will conduct 8 to 10 intensive 1:1 offline business meetings per day, accompanied by dedicated interpreters. A separate 'Online Consultation' section will also be operated for 50 buyers who are unable to attend offline. These buyers will directly test and evaluate product samples delivered in advance, followed by in-depth contract discussions via video consultations.

In addition to business meetings, various side programs have been prepared. On November 24, the opening day, a VIP standing networking session will be held for buyers, investors, and participating companies to interact freely. Furthermore, a large-scale pop-up store will be operated for six days from November 24 to 29, exhibiting and offering hands-on experiences with promising products from 100 companies to showcase the diverse charms of K-brands.

The program is structured to create multiple forms of contact between buyers and participating companies. On-site buyers will have intensive 1:1 meetings with interpreter support, while the online consultation section gives other buyers a way to test product samples delivered in advance before continuing discussions by video. The opening-day networking session adds another setting for interaction among buyers, investors, and participating companies.

The split between on-site and online participants also shows how the event is designed to keep consultations moving even when attendance formats differ. Rather than relying on one channel alone, it pairs face-to-face meetings with a separate remote track that still includes sample testing and contract discussions.

The category mix gives the event a clearly defined profile. K-beauty makes up the largest share of participating brands, with K-food, K-lifestyle, and K-fashion and others filling out the lineup. For buyers, that means the matchmaking program is organized around a broad set of categories that have already gone through KOSME’s verification process.

Seongsu-dong’s role in the event is also part of its commercial appeal. The article describes the area as both a retail hub and a testbed for K-brands, linking the venue directly to the opportunity to observe Korean consumer reactions in real time while identifying brands before they enter the global market.

The six-day pop-up store extends product exhibition and hands-on experiences beyond the three-day consultation schedule. With promising products from 100 companies on display, it creates a longer window for showcasing brands alongside the event’s formal business matchmaking agenda.