13th Daegu International Beauty Expo opens Thursday at EXCO with 153 companies

The 13th Daegu International Beauty Expo, one of South Korea's premier beauty trade fairs, will run Thursday through Saturday at the East Hall of EXCO in Daegu.

According to Daegu city officials, the expo will feature 153 companies across more than 200 booths covering cosmetics, beauty devices, medical beauty, nail care and hair care.

Visitors can explore the latest K-beauty trends through exhibits on IT-integrated beauty devices, personalized cosmetics based on skin analysis, a medical beauty zone and a global beauty pavilion.

Joint pavilions from Gwangju and Chungbuk Osong will also participate, promoting inter-regional cooperation and joint marketing.

The expo will host an export consultation fair Thursday and Friday, drawing 35 overseas buyers from 12 countries including Japan, China and Thailand. A consulting booth on strategies for entering Southeast Asian markets will also be on hand.

On the final day, a domestic procurement consultation session will bring together 10 major retail buyers — including Kurly, Hyundai Home Shopping and the Armed Forces Welfare Service — to help participating companies break into domestic distribution channels and expand their sales networks.

Competitions and side events will run throughout the expo. An opening hair show on Thursday will coincide with the 39th Daegu Mayor's Cup Cosmetology Competition. Friday will feature the 33rd Daegu Mayor's Cup Barbering Skills Competition, while Saturday will host both the 16th Daegu Mayor's Cup International Esthetics Competition and the 4th Daegu Mayor's Cup Nail Beauty Competition.

A "Beauty College Pavilion" featuring Daegu Haany University, Daegu Science College and Youngjin University will offer programs including personal color consultations, nail art and makeup experiences, and scalp analysis, alongside information on related academic programs and career paths.

Residents wishing to attend can register for free admission on the expo's official website by 6 p.m. Wednesday.

"We hope this expo will serve as a platform for mutual growth — strengthening the competitiveness of the local beauty industry and providing real support for companies looking to expand their reach at home and abroad," said Lee Jae-hong, director of Daegu's health and welfare bureau.