K-Goods Fair Opens at ASD Market Week in Las Vegas
K-Beauty, Wellness, Apparel and Lifestyle Products Draw Buyers
LAS VEGAS β Korean consumer goods companies are making a major push into the U.S. market through the K-Goods Fair, which opened Tuesday at the Las Vegas Convention Center as part of ASD Market Week 2026, one of North America’s largest consumer merchandise trade shows.
Jointly organized by the Federation of Korean American Chambers of Commerce USA (FKACCUSA) and the Korea Federation of SMEs (KBIZ), the fair features approximately 150 small and medium-sized businesses from Korea and the United States. Exhibitors are showcasing a wide range of products while meeting with buyers and visitors from across North America.
Held twice each year, ASD Market Week attracts tens of thousands of retailers, distributors and wholesalers from the United States, Latin America and around the world. This year’s K-Goods Fair represents the largest coordinated showcase of Korean consumer products ever presented at the exhibition.
K-beauty and wellness products dominate the Korean pavilion, with more than 80 companies displaying cosmetics, skincare, health and beauty products. Apparel, fashion accessories, lifestyle goods and other consumer products are also featured, reflecting the growing popularity of Korean brands among international buyers.
During the opening ceremony, Hwang Byung-gu, president of FKACCUSA, welcomed participants and emphasized the growing global recognition of Korean products.
“We are delighted to introduce Korea’s outstanding products and everyday lifestyle goods to the international market,” Hwang said. “We sincerely appreciate the support of the State of Nevada and the City of Las Vegas in making this event possible.”
Kim Ki-moon, chairman of KBIZ, described the exhibition as an important milestone for Korean exporters.
“Establishing a large Korean pavilion at North America’s premier consumer goods exhibition will serve as an important stepping stone for future growth,” Kim said. “We also hope to receive continued support from the Korean-American business community.”
Las Vegas Mayor Shelley Berkley attended the ceremony and welcomed the participating companies.
“We are pleased to host this outstanding showcase of Korean products in our city,” Berkley said. “The Korean-American community continues to grow in Las Vegas, making this event even more meaningful.”
The Nevada Governor’s Office of Economic Development also sent representatives to deliver certificates of appreciation and messages of encouragement to organizers.
Several Korean government agencies and local governments, including KOTRA, Gyeonggi Province, North Chungcheong Province and North Gyeongsang Province, established separate booths to promote regional businesses and support export opportunities.
A delegation of more than 30 executives and board members from the Los Angeles Korean American Chamber of Commerce, led by President Kwak Moon-cheol, toured the exhibition and met with participating companies.
“It is exciting to see such a large event introducing high-quality Korean products on the U.S. West Coast,” Kwak said. “It also provides an opportunity to explore how Korean-American businesses and services can become even more competitive in the U.S. market.”
Participating companies expressed optimism about expanding into North America.
Ha Sung-won, manager of Ha Sung Electronics, a manufacturer of pet grooming devices, said the exhibition offered valuable opportunities to connect with buyers.
“We’ve attended other trade shows in North America, but this is by far the largest,” he said. “We hope more Korean companies will have opportunities like this to enter the U.S. market.”
Buyer Kenny Summers of Indiana said the Korean pavilion was his first stop at ASD Market Week.
“I wanted to see these Korean products in person after seeing many of them on social media,” he said. “I’ve already gathered information from several exhibitors and will carefully review potential partnerships when I return to my company.”
The opening ceremony was also attended by former South Korean Minister of SMEs and Startups Park Young-sun, actor Jung Joon-ho, and entertainer Tak Jae-hoon, who participated as promotional ambassadors to support Korean businesses.
Following the opening ceremony, visitors enjoyed K-pop performances, makeup demonstrations and other promotional events designed to highlight Korean culture and products.
The K-Goods Fair runs through Aug. 27 at the Las Vegas Convention Center.
