The Korea Trade-Investment Promotion Agency (KOTRA), headquartered in Seoul, South Korea, is a government-affiliated organization under the Ministry of Trade, Industry and Energy. Established in 1962, KOTRA's mission is to facilitate South Korea's trade and investment efforts by supporting Korean companies in their expansion into global markets and attracting foreign direct investment (FDI) into South Korea.
Core Business
KOTRA operates as South Korea’s official trade and investment promotion organization. It provides comprehensive support to Korean enterprises—especially SMEs—by facilitating exports, offering market intelligence, and connecting them with international buyers. Additionally, KOTRA assists foreign businesses in investing and establishing operations in South Korea.
Product and Service Offerings
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Trade Promotion Services:
- Export Assistance Programs
- International Trade Fairs and Expositions
- Market Research and Intelligence
- Business Matchmaking Services
- Buyer and Supplier Networking
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Investment Promotion Services:
- Foreign Direct Investment (FDI) Advisory
- Assistance with Company Registration and Business Setup
- Incentive and Tax Benefit Guidance
- Industrial Site and Legal Consultation Support
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Support for Korean SMEs:
- Global Market Entry Strategies
- Overseas Branch Incubation
- Digital Marketing and E-commerce Export Assistance
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Personal Care & Hygiene Sector Support:
- Promotion of Korean beauty and hygiene brands through K-BEAUTY events
- Collaboration with foreign buyers for OEM/ODM partnerships
- Participation facilitation in trade expos such as Cosmoprof, Beautyworld, and in-cosmetics
- Regulatory compliance assistance for export of personal care and hygiene products
Specialization and Core USP
KOTRA's global footprint is its biggest strength. With over 129 Korea Business Centers (KBCs) across 84 countries, the agency provides on-the-ground support, facilitating real-time assistance, local market analysis, and logistical help for Korean exporters. Its strength in bilateral business relations and industry-specific programs—such as those for the K-beauty sector—makes it a strategic enabler for personal care and hygiene brands looking to expand internationally.
Financials
KOTRA is funded primarily by the South Korean government and operates under a budget exceeding USD 400 million annually. This funding supports its global operations, export promotion events, bilateral trade missions, and foreign investment promotion programs.
Shipment Data
Through its trade support operations, KOTRA contributes to facilitating billions of dollars in exports annually. In the personal care and hygiene sector, KOTRA has enabled over USD 2 billion in exports of K-beauty and hygiene products globally, with major markets including China, the United States, Southeast Asia, and the Middle East. KOTRA-sponsored companies frequently participate in over 50 global beauty and personal care expos each year.
Target Market
KOTRA services are directed at:
- Korean SMEs and Conglomerates – Looking to export products or set up international operations.
- Foreign Investors and Buyers – Seeking Korean suppliers or investment opportunities in South Korea.
- Beauty and Hygiene Sector Businesses – Including manufacturers of skincare, cosmetics, personal hygiene products, and wellness goods.
KOTRA plays a pivotal role in connecting South Korean suppliers with distributors, importers, and retailers across the globe.
Capabilities
- International trade missions and B2B matchmaking events
- K-beauty product demo days and sampling events
- Policy advisory and regulatory navigation for global exports
- Digital transformation and cross-border e-commerce enablement
- Investment facilitation through customized investor support services
Certifications and Compliance Records
While KOTRA is a government entity and not a certifying body, it helps Korean companies navigate international certifications like:
- FDA (U.S.)
- CE (Europe)
- ASEAN Cosmetic Directive Compliance
- ISO and GMP certifications for export products
Its advisory network supports Korean businesses in achieving compliance with destination country regulations.
Customer Testimonials
Korean beauty brands such as Missha, Innisfree, and The Face Shop have acknowledged KOTRA’s pivotal role in market expansion through participation in global expos and business matchmaking. SME exporters often cite KOTRA’s overseas office support and localized insights as crucial to successful market entries.
Major Achievements
- Operates 129 global trade and investment offices across 84 countries
- Facilitated over USD 24 billion in trade deals in 2023 alone
- Organized over 1,500 virtual and in-person trade events during the COVID-19 recovery phase
- Played a key role in positioning South Korea as a top global exporter of personal care and hygiene products
- Spearheaded “K-BEAUTY Goes Global” campaign in collaboration with global retailers
KOTRA remains a cornerstone in South Korea’s international business landscape, empowering Korean companies and facilitating cross-border trade and investment through its extensive global network and data-driven strategies.
