YOEUN Global | Global Health & Beauty Distributor

Hongcheon M&T has launched the joint venture YOEUN Global with major Chinese distributor Beifeng and has begun a full push into China and Greater China.

As a first step, YOEUN Global joined CBE in Shanghai in May and confirmed room to grow. CBE is China’s largest beauty fair and a leading show in Asia.

YOEUN Global ran a large integrated booth for more than 30 brands, including Torriden, So Natural, Abib, Amuse, and hince. One of the largest booths at the show drew strong interest, and buyer meetings for China and Greater China were active.

Hongcheon M&T, operator of about 200 Olive Young brands, has kept strengthening exports so K-beauty can compete beyond Korea.

The company said it is strengthening an integrated global distribution strategy that links brand discovery, local distribution, and market settlement, as those capabilities matter more than export alone.

An official said, “CBE confirmed again how strong K-beauty demand is in China. Through YOEUN Global, we will actively support Korean brands as they settle in China and other markets.”

IT & Bio desk, senior reporter Yang Jae-jun, 22 May 2026, 14:30