Ministry of SMEs and Startups launches 2026 K-export strategic products program

983 companies applied; 70 beauty, 38 fashion products among 188 selected

CJ Olive Young, Musinsa and others to help open overseas distribution channels

Consortium of selected firms launched; pop-up store runs through Saturday

Minister of SMEs and Startups Lee So-young. [Ministry of SMEs and Startups]
Minister of SMEs and Startups Lee So-young. [Ministry of SMEs and Startups]

The government has selected 188 small and medium-sized enterprise products — spanning K-beauty, K-fashion and other consumer goods — with strong global competitiveness, and will support their overseas expansion. The plan is to develop these products into global brands by leveraging the overseas networks of major domestic retailers such as CJ Olive Young and Musinsa.

The Ministry of SMEs and Startups held the launch ceremony for the "2026 K-Export Strategic Products" program Wednesday at Startup Venture Campus Seoul in Mapo-gu, Seoul.

The K-export strategic products program, which the ministry has run since 2024, selects SME products with export competitiveness in consumer goods categories — including beauty, fashion, lifestyle products and food — and supports their entry into overseas markets.

This year, 983 companies applied. The ministry assembled an evaluation panel of global retail experts and overseas consumers to assess product competitiveness and quality before finalizing 188 selections. Beauty products led by category with 70 selections, followed by lifestyle goods and food at 40 each, and fashion at 38.

Selected companies will receive tailored overseas market entry programs linked to major domestic retailers. CJ Olive Young and Shinsegae department store will partner on beauty products; Musinsa and Shinsegae department store on fashion; Gmarket on lifestyle goods; and Lotte Mart on food.

The ministry plans to use these retailers' overseas distribution networks to support product placement, organize online and offline promotional events, and run local influencer marketing campaigns.

Ties with existing government export support programs will also be strengthened. Selected companies will receive preferential access to export vouchers, overseas certification assistance, and participation in international trade shows and business consultations. They will also be given priority spots at hallyu-linked overseas events organized by the ministry.

Some companies selected in previous rounds have already posted sharp export gains. Life With Corporation, a beauty company chosen for the 2024 program, sells a carbonated face mask made with Indian holy basil and Jeju sparkling water. With support from CJ Olive Young's influencer marketing, Shinsegae DFS's online and offline promotional events, and government export vouchers, the company's exports surged roughly 690 percent — from about $390,000 in 2023 to about $3.11 million last year.

Fashion company Poinix also expanded its exports significantly. Selected as a 2025 strategic product, Poinix participated in Musinsa's Japan promotional event and pop-up stores in Tokyo and Osaka. Its exports jumped roughly 900 percent, from about $24,000 in 2024 to about $240,000 last year.

Food company Snacks is targeting overseas markets with its dried marshmallow product "Melopop." Its exports grew from $153,000 in 2023 to $1.27 million last year, and the product has secured shelf space at Costco and Walmart in the United States.

A defining feature of the program is that it gives SMEs access to overseas distribution networks and marketing resources — assets that individual companies struggle to secure on their own — through the networks of large domestic retailers. The aim is to lower export barriers for SMEs that have competitive products but struggle with securing local distribution channels, obtaining overseas certifications, and building brand awareness. However, export gains recorded by existing participants do not reflect the performance of all companies in the program, and the actual export results and overseas market expansion of newly selected firms will be the true measure of the program's success going forward.

The launch ceremony also saw the founding of the "K-Brand Leaders Network," a consortium of selected companies. The organization is designed to help this year's selections and past participants share overseas market experience and success stories, and to expand cooperation among member companies.

A pop-up store where visitors can try the selected products in person was set up on the first floor of the venue. The store will remain open through Saturday and is accessible to both general visitors and foreign tourists.

The ministry also plans to hold separate export consultations with overseas buyers at the "K-Brand Glow Week" event scheduled for late next month.

"Small and medium-sized enterprise exports continue to set all-time records, with K-beauty at the forefront and K-consumer goods at the center of that growth," Minister of SMEs and Startups Lee So-young said. "We will always listen to voices from the field and respond with policy, so that the products selected this year can grow into flagship K-brand items that lead Korea's exports in the global market and, beyond that, bring vitality to the entire SME ecosystem."


boo@heraldcorp.com