LG H&H chief turns brand ambassador at Mexico K-expo

LG H&H Chief Executive Lee Seon-ju stepped into the role of brand ambassador for Dr. Groot and The Face Shop at the K-expo held in Mexico, Latin America's largest cosmetics market.

LG H&H participated in the 2026 Mexico K-expo, held in Mexico City from Thursday to Sunday (local time). Lee attended the event in person, explaining products directly to customers and meeting local buyers to lead the company's promotional push.

The event, organized by the Ministry of Culture, Sports and Tourism and hosted by the Korea Creative Content Agency, marked the first comprehensive hallyu trade fair held in Latin America. LG H&H put Dr. Groot and The Face Shop front and center, dressing its booth in a "pop-up truck" concept — evoking the idea of Korean brands making landfall in Mexico to meet local customers. Mexico, with a population of about 130 million, is the second-largest cosmetics market in Latin America after Brazil.

The promotional booth drew an average of about 5,000 visitors a day throughout the event. On Friday, the second day of the expo, President Lee Jae Myung and first lady Kim Hye-gyeong — who were on a state visit to Mexico — stopped by the LG H&H booth, as did Korea Chamber of Commerce and Industry Chairman Chey Tae-won and other political and business figures.

LG H&H plans to use the brand recognition, networks and customer feedback built at the expo to accelerate its push into the Mexican market. The company intends to produce content with local influencers, hold product experience and sampling events to raise brand awareness, and expand its presence not only offline but also through major online channels, including Mercado Libre, the leading e-commerce platform in Latin America.

"Mexico is a strategically important base for our Latin American business, where interest in Korean culture and K-beauty runs very high," an LG H&H official said. "Drawing on the consumer insights and marketing experience we have accumulated in Mexico, we will gradually expand our business opportunities to other key Latin American markets, including Brazil."