Ecuador's K-beauty imports hit $5.88m

K-food exports up 31%; market expansion expected

50 local distributors, buyers join showcase

KOTRA held the "2026 Ecuador Expo Korea" in partnership with the South Korean Embassy in Ecuador, running for three days from Friday (local time). [KOTRA]
KOTRA held the "2026 Ecuador Expo Korea" in partnership with the South Korean Embassy in Ecuador, running for three days from Friday (local time). [KOTRA]

The Korea Trade-Investment Promotion Agency (KOTRA) said Tuesday it held the "2026 Expo Korea," a comprehensive Korean product exhibition, in Quito, Ecuador, over three days beginning Friday. The event combines consumer goods and cultural programming and was held at its largest scale ever this year to meet growing demand for Korean consumer products.

Korean consumer goods have been gaining significant traction in Ecuador. K-beauty imports doubled in a single year, rising from $2.94 million in 2024 to $5.88 million last year. K-food exports also grew 31 percent over the same period.

The Korea-Ecuador Strategic Economic Cooperation Agreement, formally signed last September and awaiting entry into force, is expected to further accelerate market expansion. Once in effect, the deal is expected to lower tariff and non-tariff barriers on Korean products, improving their price competitiveness and market access.

Reflecting those expectations, 50 of Ecuador's major distributors and importers of Korean goods set up booths at this year's event to scout promising Korean products.

Participants included Favorita, Ecuador's largest retailer; Difaso, a leading K-beauty importer; Las Fragancias, which operates more than 40 stores nationwide; and Eta Fashion. Favorita runs more than 550 company-owned stores across Ecuador, including its Supermaxi and Megamaxi supermarket chains.

These distributors have been working with KOTRA's Quito trade office to expand their handling of Korean consumer goods and increase the share of direct imports.

Participation from Korean companies also grew. Sixty South Korean firms seeking to enter the Ecuadorian market took part in the KOTRA-organized showcase, presenting consumer goods and household products ranging from cosmetics to food.

The range of product categories also broadened. Beyond the traditional focus on K-beauty and K-food, the event expanded into stationery and novelty goods, eyewear and medical products. Stationery and novelty company Artbox made its debut in the Ecuadorian market through a collaboration with local Korean consumer goods importer Casa Corea.

KOTRA said its showcase project has helped at least 15 South Korean small and medium-sized enterprises successfully export to Ecuador each year.

Consumer interest also grew. Last year's two-day event drew about 26,000 visitors and 400 buyers, with on-site sales reaching approximately $300,000 across 28 participating companies. This year, attendance climbed to 41,494 visitors and 577 buyers, while on-site sales by 37 participating companies reached $452,000.

Alongside export consultations and product exhibitions, the event featured a range of experiential programs, including a K-beauty conference, product demonstrations, an agricultural and food products sales event, and K-pop performances.

"K-beauty and K-food are hugely popular in Latin America, one of the key pillars of the Global South," said Kim Ji-yeop, head of KOTRA's Latin America regional headquarters. "We will activate strong distribution networks and diverse cooperation channels, provide close support for local logistics and customs clearance, and continue to expand our companies' market diversification achievements."


eyre@heraldcorp.com