Beyond China to the World: ChoiceTech Korea Unfolds a ‘Global Market Map’ at IMCAS China 2026

Hello, this is the ChoiceTech Korea team.

At IMCAS China 2026, ChoiceTech Korea met global buyers while showcasing ChoiceDx, its AI-powered skin, scalp and hair analysis solution, alongside Bilumix, which responds to a wide range of needs across beauty business environments.

Understanding the response of the local Chinese market was one of our key objectives, but what we encountered at the booth was far more global than expected.

In addition to local Chinese visitors, buyers from Southeast Asia, the Middle East, Central Asia, Europe, Australia and the Americas visited the booth, leading to ongoing discussions about how ChoiceTech Korea’s product portfolio could be applied to each buyer’s own business environment across different markets.

The ChoiceTech Korea Booth Captured the Attention of Buyers from Around the World

During the exhibition, local Chinese visitors accounted for less than 10% of all visitors to the booth. Meanwhile, customers from around the world visited us, including those from Malaysia, the UAE, Australia and Turkey, as well as Southeast Asia, the Middle East, Central Asia, Europe and the Americas.

The fact that interest was broadly distributed across multiple regions rather than concentrated in any single country was a meaningful signal that attention was not limited to one market.

After the event, we reviewed the data once again and concluded that IMCAS China 2026 was far too global to be confined to the definition of a simple “regional exhibition in China.”

It was much closer to a “global B2B touchpoint” where buyers from around the world gathered in one place, discovered ChoiceDx and BiLumix for the first time, and explored their potential applications in real business environments.

What Global Buyers Checked ‘First’—Before Technical Performance

It is easy to assume that a Beauty Tech company participating in a global exhibition will first be met with technical questions.

However, the question we heard most often was not, “How accurate is the AI?”

The key points buyers wanted to confirm first, and considered important, could be grouped into four areas.

• Country of Origin (Made in Korea): Is the product made in Korea?

• Proven References: Where is it actually being used today?

• Use Cases: In what kinds of business environments can it be used?

• Global Scalability: Can it be sold and operated in our country as well?

Before digging deeply into complex algorithms or optical specifications, buyers first wanted to confirm the trust associated with Made in Korea, real-world deployment cases, distribution feasibility, and certification and regulatory requirements.

Buyers Were Looking Beyond Technology to Purchase ‘Real Business Value’

At first, these seemed like simple product inquiries.

But after conducting numerous consultations, it became increasingly clear what buyers were actually trying to confirm.

Whether a new device is interesting can already be seen at the booth.

The next question was, “How much can I reduce the risk of introducing this technology into my business?”

• Whether stable supply is possible as a Made in Korea product

• Whether there are references already operating in real markets

• Whether it can be used not only in clinics but also in general retail stores

• What conditions need to be reviewed in order to distribute and operate it in their own country

Ultimately, what global buyers wanted to purchase was not the trendy word “AI” itself.

A verifiable solution that can be applied to their business and is already being used in real business environments.

That was exactly where buyers’ questions were headed at this IMCAS.

The Status of K-Beauty Expands Beyond Cosmetics into ‘Beauty Solutions’

The fact that K-Beauty is attracting strong global attention does not mean that every Korean technology company automatically earns trust.

Yet at this exhibition, buyers repeatedly asked whether ChoiceDx was a Made in Korea product.

This reaction was quite interesting.

It suggests that the term “K-Beauty” in overseas markets is no longer limited to cosmetics brands or specific ingredients.

How products are analyzed, how consultations are conducted, and what kinds of new experiences can be provided in offline stores.

Global buyers’ attention was gradually moving toward that next stage.

It also means that the way the global market looks at Korea’s beauty industry is expanding from Product to Beauty Solution and Retail Experience.

 

The Power of ‘Real Offline Experience’ Changed the Depth of the Conversation

The ChoiceTech Korea team also changed the way we explained our solutions within this broader trend.

Rather than explaining the specifications of skin and scalp analysis devices one by one, conversations moved much faster when we showed how ChoiceDx and BiLumix are actually used within real Beauty Retail and consultation environments in Korea.

Whenever buyers at the booth asked,

“Where is this product currently being used?”“Who uses it?”

instead of simply showing a product guide, we explained real Korean retail deployment cases and actual operating environments.

At that moment, the conversation with buyers changed.

Rather than complicated technical explanations, real cases operating in actual environments helped buyers understand much more quickly where and how the solutions could be used.

It was a moment when trust was built not through technical explanation,

but when real-world usage helped buyers understand the value of the technology.

The True Value of Wireless: Freedom of Space Beyond Convenience

During the exhibition, ChoiceDx Prime and ChoiceDx Smart drew particularly strong interest within the ChoiceDx lineup.

Among them, the response from global buyers to the Wireless configuration was particularly noticeable.

Beyond the intuitive advantage of being easy to carry because there are no cables, buyers saw value in Wireless that went far beyond the equipment specification sheet.

It was the flexibility it provides in real business operating environments.

• Reduced spatial limitations: Flexible use across multiple spaces without being fixed to a single location

• Adaptability to retail environments: Usable even in environments where spatial layouts frequently change

• Distributor Demo: Reduced burden of transportation and installation when visiting prospective customers or conducting product demonstrations

Ultimately, what global buyers discovered in Wireless was less about the feature itself and more about the question:

“How freely and efficiently can I operate this equipment within my business?”

Good product specifications can be explained with numbers.

But why those specifications matter to a customer’s business must be explained through real operating “scenes.”

This was something we once again confirmed at IMCAS.

Globalization That Mattered More Than Concentration in Top Markets

The regional areas of interest observed during consultations at the exhibition were quite distinct.

• Southeast Asia: Potential for application in Beauty Retail and Clinic environments, supported by trust in K-Beauty

• Middle East: Premium Consultation environments, Wireless operation, Distributor Partnership

• Central Asia: Potential for Regional Distributors covering several neighboring markets rather than a single country

• Europe and Australia: Professional consultation environments and personalized Customer Experience

Even when looking at the same product, each market had different reasons for being interested.

Same Product, Different Spaces: The Business Stage Each Partner Imagined

There was one particularly interesting scene at this exhibition.

Even when buyers from around the world looked at the same product, the spaces they imagined in their minds were completely different.

Some customers immediately pictured a Clinic consultation room when they saw ChoiceDx.

Others talked about a Beauty Counter inside a department store or Flagship Store, while some buyers first imagined a Retail Chain operating multiple stores or a Distributor Demo environment requiring visits to prospective customers.

The product was the same.

But the business stage in which that product would be placed differed from market to market.

A Paradigm Shift from Technology-Centered to Customer Experience (CX)-Centered

This experience also gave us an important clue about how to communicate with global markets.

Conversations progressed much faster when we asked questions suited to the partner’s business environment rather than simply listing product features.

❌ “ChoiceDx provides these innovative features.” Product-centered

⭕ “In what kind of space will your customers experience this analysis?” Customer Experience-centered

The required operating model differs depending on whether the environment is a Clinic, Department Store, K-Beauty Select Shop or Pharmacy.

Whether Skin Analysis is the main focus or whether the experience expands into Scalp & Hair can also vary depending on the experience the partner wants to create.

This approach is also a value ChoiceTech Korea has continued to confirm through the real deployment experience accumulated by applying ChoiceDx across numerous Olive Young retail environments in Korea.

Rather than defining the technology first and fitting the store around it,

we first understand the customer experience the partner wants to create and find the place where the technology can operate most naturally within that experience.

The experience gained through domestic Retail Deployment led us back to the same question at this global exhibition.

Beyond One-Off Exhibitions Toward a ‘Sustainable Global B2B Journey’

If the only objective at an exhibition is an immediate contract, there is a possibility of overlooking larger potential customers.

Another characteristic confirmed at IMCAS China 2026 was that some customers wanted to meet us again at upcoming global exhibitions.

After encountering ChoiceDx at the exhibition, some buyers asked whether they could see the product again at the next Korea Derma, while other consultations explored connections with future global exhibitions such as Dubai Derma and EADV.

In a B2B purchasing journey, this is actually a very natural process.

1️⃣ Initial Product Awareness Discovery at the exhibition2️⃣ Reconfirmation of Technology and Market Potential Review again at the next exhibition3️⃣ Demo and Review4️⃣ Price and Supply Condition Negotiation5️⃣ Distributor · Partnership · Order Review

This is why it has become increasingly important for ChoiceTech Korea to view the global exhibitions we attend not as separate events, but as one connected, long-term B2B Customer Journey.

Beyond the Chinese Market, Drawing a Larger Global Map

Before participating in this event, the ChoiceTech Korea team had one clear question.

“How will ChoiceDx and BiLumix be received in the Chinese market?”

But now that the full exhibition schedule has been completed, the questions left with us have become far more specific.

• What needs will bring Malaysian customers back to us?

• What questions will UAE buyers continue at Dubai Derma?

• What configuration will Australian customers need from a Professional Consultation perspective?

• How can we discuss a distribution structure spanning multiple countries with Central Asian Distributors?

A single exhibition did not give us every answer to the global market.

But it made it much clearer where we should ask the next question.

That is also the greatest possibility we identified at IMCAS China 2026.

“A good exhibition is not simply a place where you pass by countless people. It is a place where it becomes clear who you need to meet again and continue doing business with.”

We will carry the connections that began through ChoiceDx and Bilumix forward into the next solution, the next Demo and the next Partnership, tailored to the business environments of each country and partner.