YOEUN Global | Global Health & Beauty Distributor

Hongcheon M&T and Chinese distributor Beifeng establish the joint venture YOEUN Global

YOEUN Global began its local push by joining CBE in Shanghai. Photo: Hongcheon M&T

Beauty distributor Hongcheon M&T has set up YOEUN Global with Beifeng and is expanding in China and Greater China.

요은글로벌은 지난 12일부터 14일까지 상하이에서 열린 CBE(China Beauty Expo) 참가를 시작으로 현지 시장 공략에 본격 착수했다. 상하이 CBE는 중국은 물론 아시아 최대 규모이자 세계 3대 뮤티 박람회 중 하나로, 글로벌 화장품 브랜드와 유통사, 제조사, 바이어, 인플루언서(왕홍) 등 약 50만명 이상이 방문한다.

At the fair, YOEUN Global ran an integrated booth for more than 30 brands, including Torriden, Abib, Amuse, and hince, and held buyer meetings alongside it.

Hongcheon M&T, which runs about 200 brands in Olive Young, is also speeding up overseas distribution. YOEUN Global plans to grow in Greater China with a model that links discovery, local distribution, and settlement, and to support each brand with a strategy that reflects local trends and channels.

An official said, “CBE confirmed K-beauty demand and growth potential in China. Through YOEUN Global, we will keep supporting Korean brands as they expand in China and worldwide.”

Reporter Choi Yong-seok. © dongA.com All rights reserved. Unauthorized reproduction, redistribution, and use for AI training are prohibited.

Dong-A Economy, filed 11:10, 22 May 2026