[WEEKENDER] Unknown at home, big abroad

It is generally considered less risky for companies to first establish a robust consumer base in the country where they are based, giving them a comfort zone for operations like marketing, administration and customer service. Expanding into overseas markets would be a logical next step. Major Korean firms almost always follow this approach, building operational know-how and a strong domestic following before venturing into uncharted territories. Global expansion has become increasingly encouraging for Korean beauty and food firms thanks to their growing presence on the global stage. According to the Ministry of Food and Drug Safety, Korean beauty exports hit a record $11.4 billion in 2025, up 24.5 percent from 2021. Korean food exports also reached a record in 2025 at $10.4 billion, up 21.9 percent over the same period, according to the Ministry of Agriculture, Food and Rural Affairs. The booming global trade in these industries has encouraged some small and medium-sized Korean companies to aim high from the outset, targeting international consumers rather than the domestic market. These