JETRO will establish a Japan Pavilion at Cosmoprof Asia 2026, with 29 Japanese companies exhibiting. More than 40% are expected to be new exhibitors, as the companies seek to expand their sales channels in Asian markets.
JETRO (Chairman: Ishiguro Norihiko (石黒憲彦)) will establish a Japan Pavilion at Cosmoprof Asia 2026, which will be held in Hong Kong for 3 days from 11 November 2026. A total of 29 companies will exhibit, focusing mainly on Japanese-brand cosmetics and beauty-related products, with the aim of developing new sales channels primarily in Asian markets.
Cosmoprof Asia is one of Asia's largest B2B trade fairs. At the previous event in 2025, more than 2,688 companies exhibited and attendance was reportedly 64,761 people from 140 countries and regions. Demand for skincare in Hong Kong is expected to expand, while the makeup and men's beauty markets are also expected to grow. Hong Kong is also regarded as a gateway to mainland China. JETRO has supported participation in the trade fair since 2011 and will again support the development of overseas markets this time.
20 of the exhibiting companies will be new exhibitors. During the event, a talk session on the theme of J-Beauty is scheduled to take place at COSMOTALKS, with efforts expected to raise interest in Japan's cosmetics industry and disseminate information about it. In addition, 3 companies from the Japan Pavilion were selected as finalists in the COSMOPROF ASIA AWARDS category of the Cosmoprof Asia Awards.