▲ Officials and participants attend the opening ceremony of the Hallyu Expo and ASEAN K-Food Fair in Hanoi, Vietnam, in this photo provided by the Korea Trade-Investment Promotion Agency (KOTRA). (PHOTO NOT FOR SALE)(Yonhap)

 

SEOUL, July 5 (Yonhap) -- South Korea has held a Korean Wave expo and the ASEAN K-Food Fair in Hanoi to leverage the global popularity of Korean cultural content into higher exports of consumer goods, including K-food and K-beauty products.

 

The Ministry of Trade, Industry and Energy said Sunday that it co-hosted the events with the Ministry of Agriculture, Food and Rural Affairs, the Korea Trade-Investment Promotion Agency (KOTRA) and the Korea Agro-Fisheries & Food Trade Corp. at the National Convention Center in the Vietnamese capital from July 2-4.

 

Vietnam is South Korea's third-largest trading partner and a key market in the Association of Southeast Asian Nations (ASEAN), ranking fourth in exports of South Korean consumer goods.

 

More than 10,000 South Korean companies operate in Vietnam, while over 330,000 Vietnamese nationals reside in South Korea, reflecting active people-to-people and high-level exchanges between the two countries.

 

The exhibition drew participation from 107 South Korean companies and more than 280 buyers from Southeast Asia.

 

A total of 1,512 business consultations were held during the event, resulting in export contracts and memorandums of understanding (MOUs) worth a combined US$33 million.

 

The figure more than doubled the performance recorded at the Hanoi event in 2022.

 

The event also featured Korean Wave-related programs, including performances by K-pop acts WINNER and FIFTY FIFTY, a K-lifestyle talk show and K-beauty experience sessions.

 

A newly introduced children's zone, designed to appeal to Vietnam's relatively young consumer base, received a strong response from families, the ministry said.

 

The ASEAN K-Food Fair was designed to go beyond a conventional food exhibition by allowing local consumers to experience Korean food culture and lifestyle firsthand.

 

Interactive programs included tasting events in an open kitchen, kimchi-making experiences and live cooking shows by chefs.

 

Among the K-food products showcased, spicy instant noodles, frozen cup rice meals and halal tteokbokki emerged as some of the most popular items, reflecting strong regional interest in Korean street food.

 

▲ Visitors explore promotional booths at the Hallyu Expo exhibition in Hanoi, where Korean companies showcase K-food, K-beauty, and other consumer products to buyers and consumers from across Southeast Asia, in this photo provided by the Korea Trade-Investment Promotion Agency (KOTRA). (PHOTO NOT FOR SALE)(Yonhap)

 

jwc@yna.co.kr

[ⓒ K-VIBE. 무단전재-재배포 금지]