According to Yonhap News,
(Seoul=Yonhap News) Reporter Jang Bo-in = The Korea Trade-Investment Promotion Agency (KOTRA) announced on the 27th that it operated a Korea Pavilion for the first time at the '2026 Global Digital Trade Expo' held in Hangzhou, China, from September 23rd to 25th in collaboration with the Consulate General of the Republic of Korea in Shanghai.
Through the Korea Pavilion 'K-Premium Showcase,' KOTRA exhibited products from 60 domestic food, cosmetics, and household goods enterprises, executing social media promotions, Wanghong (influencer) live commerce sessions, and e-commerce platform onboarding support.
Furthermore, KOTRA signed memorandums of understanding (MOUs) with local Chinese online platforms and distribution partners, including Alibaba Group, strengthening the cooperative framework for launching Korean consumer goods in China.
Under the partnership with Alibaba Group, KOTRA will collaborate on data-driven identification of promising items, expanding store launches on Tmall Global, operating dedicated K-brand pavilions and joint marketing campaigns, and resolving cross-border e-commerce friction.
With the Hangzhou E-Commerce Association, KOTRA agreed to facilitate Korea-China e-commerce information sharing, host joint events, and pursue policy cooperation. KOTRA also signed an MOU with online marketing firm Chenxin Global to bolster marketing cooperation for Korean consumer goods entering China.
Chang Sang-hae, Head of KOTRA's China Regional Headquarters, stated, "With our participation in this expo and the signing of these MOUs, we will expand cooperation with local platforms and distribution networks to seamlessly connect promising K-consumer goods from discovery to sales," adding, "We will also exert our utmost effort in providing follow-up support after the event."
boin@yna.co.kr
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Source Text
Source: Yonhap News (September 27, 2026)
** This article was translated from Korean.