South Korean consumer goods exports to China rose 8.7% year over year to $3.44 billion in the first half of the year, marking a turnaround from the decline that followed the 2021 peak of $9.3 billion. Fashion and apparel exports increased 33.4%, food rose 17.7% and cosmetics gained 23.8% year over year from June. Growth extended across Chinese regions, including Hubei, Liaoning, Hainan and Beijing. The government is seeking to sustain the rebound through year-end with region-specific market entry strategies, live commerce on TikTok and Xiaohongshu, K-consumer goods pop-up stores, 10 new local distribution channels and logistics desks in inland cities including Chengdu and Xi'an.