South Korean Brands Turn to Chongqing for Product Testing and Western China Partnerships

Chongqing - From South Korean brands to western China’s store shelves, a trade event in Chongqing is connecting 46 Korean exhibitors with more than 40 local buyers. The companies are seeking a larger foothold in a major inland market, reaching retailers and consumers beyond China’s coastal cities.

The Korea Premium Goods Festa in Chongqing opened on October 30 at Guanyinqiao Pedestrian Street, a major shopping district in Liangjiang New Area, and runs through November 1. The event features cosmetics, health foods, household products, personal care items, and other consumer goods.

Its format combines business matchmaking with public product displays and consumer activities, allowing Korean companies to meet potential distributors while introducing their products directly to local shoppers.

The event comes amid growing trade between Chongqing and South Korea. In the first three quarters of 2026, bilateral trade reached 48.9 billion yuan (about 7.34 billion U.S. dollars), up 48% year on year. Chongqing's imports from South Korea rose 55% to 39.2 billion yuan, according to the Chongqing Municipal Commission of Commerce.

The city is home to 345 South Korean-invested enterprises, including major manufacturers such as SK hynix and Hankook Tire.

Korean brands adapt to Chinese tastes

For participating companies, the event offers an opportunity to identify local distributors and understand consumer demand before expanding their operations.

Ding Xue, head of the Chinese branch of Korean skincare operator MISERERE, said the company was using both online and offline channels to develop its business in China.

One of its products, a polishing cream, has sold more than 300,000 units through its online flagship store, she said. During the Chongqing event, the company also met representatives from local online shopping platforms and physical retail chains to discuss potential cooperation.

The company currently has no physical store in Chongqing and relies mainly on online sales. Ding said it was looking to expand its local business through partnerships with retailers.

She also noted that competition from Chinese domestic brands has made product quality and pricing increasingly important. Korean companies need to offer competitive ingredients and value while adapting product design and formulations to Chinese consumers.

Food and traditional consumer products are another focus of the event.

Li Jinpeng, China's distributor of Myeongin Andong Soju, brought the Korean distilled spirit to Chongqing in search of local retail partners.

The product uses rice from Andong, South Korea, and follows a traditional distillation process associated with a brewing history of nearly 500 years. Li said he hoped to introduce it to local supermarkets and retail chains.

His company has worked to promote the brand in China since 2019, mainly in Shanghai and other cities in the Yangtze River Delta. The Chongqing event provided an opportunity to meet local retailers and explore a new regional market.

Li said distributors need to adjust their product recommendations according to the positioning of individual retailers and the preferences of different consumer groups. They can also relay feedback from Chinese customers to Korean manufacturers to help improve products for the local market.

Beyond sales: building lasting China–Korea business ties

South Korean Consul General in Chengdu Eom Won-jae said Chongqing's population of around 32 million and its industrial and consumer market offered opportunities for Korean consumer goods companies.

He said he hoped the event would go beyond product promotion and sales to foster substantive business cooperation and sustainable partnerships between companies from the two countries.

Zhang Xianghai, head of the Korea Trade-Investment Promotion Agency (KOTRA) in China, also highlighted the growing cultural connections between the two markets, noting the popularity of Chongqing hotpot and malatang restaurants in South Korea and K-pop music in Chongqing shopping centers.

For Chongqing, the initiative supports China's broader push to expand imports and develop international consumption centers. For Korean companies, it provides a direct route to potential buyers and a chance to test products in a large western Chinese market.