[Edaily Reporter LEE SEON-WOO ] The “Korea Expo,” a comprehensive exhibition of Korean consumer goods, is being held in Los Angeles (LA), following previous events in Paris, France, and Osaka and Tokyo, Japan. Co-hosted by XForum and the Korea International Trade Association, the “2026 Korea Expo LA” kicked off on the 22nd (local time) at the Magic Box in downtown LA and will run for three days through the 24th. This marks the first time that Korea Expo—which began in Paris, France, in 2023—is being held in the United States, the world’s largest consumer market.
A total of 102 companies are participating in this event, including domestic small and medium-sized enterprises (SMEs), Korean companies that have expanded into the U.S., and local Korean-owned businesses. Companies such as Today’s House, O’Roli, Naeja Sanghoe, Momos Coffee, Three Seven, and Bullsone will showcase a variety of products, including beauty and fashion items, lifestyle and household goods, and food. During the event, one-on-one purchasing and export consultations will be held between local retail buyers and participating companies.
“Theme Days” will also be held on specific dates. Designed to reflect the characteristics of the Los Angeles market—which has a diverse consumer base including Koreans and Hispanics—the event will begin with “Beauty Day” on the 22nd, followed by “Food Day” and “Culture Day.” Singer Ailee, Charlotte Cho (founder of the K-Beauty platform “SokoGlam”), Beyoncé’s makeup artist Sue John, Italian chef Fabri, and Shugi—known for Drake’s “In My Feelings” challenge—will also take the stage to support participating companies in expanding their local sales channels.
The event will also feature the “K-Specialty Coffee” program, a collaboration between renowned coffee brands from Korea and the U.S. A total of six coffee brands will participate: Momos Coffee, Center Coffee, and Naeja Sanghoe from Korea, and Stereoscope Coffee, Roquette Coffee, and V-Bright Coffee from Los Angeles. Momoss Coffee is a leading Korean coffee brand led by CEO Jeon Ju-yeon, who was crowned the 2019 World Barista Champion. Be Bright Coffee produced the 2024 U.S. Barista Champion.
Shin Hyun-dae, CEO of X-Forum, stated, “The U.S. is one of the markets where interest in and popularity of the Korean Wave translate into purchases the fastest,” adding, “Rather than one-way promotion centered on K-Culture, we structured the event with various B2B and B2C programs to help participants identify K-business models that reflect the characteristics and consumer trends of the U.S. market.”