K-Expo Mexico Features Korean Beauty, Food
The 2026 event, held September 24-27 in Mexico City, aimed to help Korean companies expand in Latin America, driven by K-culture interest.
K-Expo Mexico Highlights Korean Brands
The 2026 K-Expo Mexico, which concluded on September 27 at the World Trade Center Mexico City, presented a range of Korean consumer goods to Latin American markets. The four-day event, running from September 24, showcased Korean beauty products alongside food, content, and other items.
Organized jointly by the Ministry of Culture, Sports and Tourism and the Korea Creative Content Agency, the expo has taken place annually since 2022. Its primary goal is to support Korean businesses seeking to grow their presence in overseas markets. This year's iteration specifically targeted consumers across Latin America, capitalizing on regional interest in Korean culture.
CJ CheilJedang Uses K-pop for Food Promotion
Food manufacturer CJ CheilJedang participated in the K-Expo Mexico to promote its Bibigo brand, employing K-pop appeal to reach Mexican consumers. The company's booth featured digital activities and a themed area with Alpha Drive One, the K-pop group serving as Bibigo's global brand ambassador.
Visitors engaged in motion-based games introducing four Korean flavor profiles: kimchi, sweet-and-savory, spicy-sweet, and spicy. They also sampled Bibigo Sticky White Rice with Hot & Sweet Gochujang Sauce, along with ramen, Korean sauces, and seaweed snacks.
CJ CheilJedang sees significant potential in Mexico and the broader Latin American region, citing strong local interest in Korean entertainment. A 2025 Statista survey, referenced by the company, indicated that 67.1 percent of Mexican respondents considered K-pop popular locally, with 66 percent saying the same for Korean dramas.
Overseas Sales Growth for CJ's Food Division
This promotional effort aligns with CJ CheilJedang's strategy to expand its international food business. The company reported a 43 percent increase in overseas food sales over five years, growing from 4.13 trillion won in 2020 to 5.92 trillion won ($4.34 billion) in 2025.
In the first half of this year, overseas revenue reached 3.06 trillion won, marking a more than 7 percent rise compared to the same period last year. An official from CJ CheilJedang stated the company's commitment to introducing a wider selection of K-food products in Mexico and South America through the Bibigo brand.
Opportunities for Korean Beauty in Latin America
The inclusion of beauty products at K-Expo Mexico, alongside the success of K-pop and K-drama in the region, presents clear opportunities for Korean beauty brands. Korean companies aiming to expand into Latin American markets can consider participating in government-backed trade events like K-Expo, which offer direct consumer engagement and brand exposure.
Adopting strategies similar to CJ CheilJedang’s, such as collaborating with K-pop ambassadors, could help beauty brands connect with a receptive audience already familiar with Korean culture. This approach allows brands to capitalize on the existing enthusiasm for K-culture to build market share in a region showing growing demand for Korean consumer goods.
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