Lotte has announced it will host the 2026 Lotte-Korea Brand Expo in Madrid from May 27-29, an initiative designed to significantly bolster the global expansion efforts of Korean small and medium-sized enterprises (SMEs).
This prestigious Brand Expo stands as a key co-prosperity program, meticulously crafted to facilitate the overseas market entry for Korean SMEs. It is a collaborative effort, jointly organized by Lotte, the Korean Commission for Corporate Partnership, and the Korea Trade-Investment Promotion Agency (KOTRA), with vital support from the Ministry of SMEs and Startups.
This year’s Madrid expo will proudly showcase 50 innovative Korean SMEs spanning diverse sectors including cutting-edge beauty products, authentic Korean food, contemporary fashion, and unique lifestyle goods. The event anticipates the participation of over 200 influential buyers from leading global companies across Europe, offering invaluable opportunities for one-on-one trade consultations and dynamic product exhibitions.
Lotte revealed that the venue will be transformed under the captivating theme of “Seoul Beauty Salon,” offering an immersive Korean cosmetics pop-up experience. Attendees, including European buyers and local visitors, will navigate through meticulously designed themed spaces such as a welcoming lounge, an interactive beauty salon, a dedicated consulting lounge, and a vibrant culture lounge, enabling them to discover products firsthand and engage in crucial trade discussions.
Beyond business transactions, the expo will also feature a rich array of cultural content, strategically aimed at elevating the global profile of Korean brands and culture. Planned cultural programs include exclusive fan meetings with popular Korean artists and exciting K-pop cover dance events, amplifying the “Korean Wave” experience.
Since its inception in 2016, the Lotte-Korea Brand Expo has successfully traversed Asia, Europe, and the Americas, solidifying its reputation as a premier shared growth program and a vital platform for international business.
As of last year, the expo has proudly facilitated the participation of over 1,500 SMEs, generating more than 11,000 export consultations and yielding cumulative export consultation results valued at approximately $1.2 billion, underscoring its profound economic impact.
A Lotte official reaffirmed the company’s steadfast commitment, stating that Lotte will continue its dedicated efforts to support the successful entry of small Korean firms into key global markets, particularly across Europe.
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