(Goyang = Newsis) Reporter Jeon Jin-hwan – Visitors receive personal color consultations at the '2026 My K-Festa' held at KINTEX in Goyang, Gyeonggi Province on the 25th. 2026.06.25. amin2@newsis.com
According to Newsis,
(Sejong = Newsis) Reporter Son Cha-min – The government organized an economic and cultural exchange event in Vietnam to translate the global popularity of K-culture into expanded exports of consumer goods, including K-food and K-beauty products.
The Ministry of Trade, Industry and Energy (MOTIR) and the Ministry of Agriculture, Food and Rural Affairs (MAFRA) announced on the 5th that, in partnership with the Korea Trade-Investment Promotion Agency (KOTRA) and the Korea Agro-Fisheries & Food Trade Corporation (aT), they co-hosted the '2026 Hanoi Hallyu Expo (KBEE 2026 Hanoi)' and the 'ASEAN K-Food Fair' at the Hanoi National Convention Center (NCC) in Vietnam for two days from the 2nd (local time).
This expo drew the participation of 107 South Korean enterprises specializing in the fields of food, cosmetics, household items, and fashion apparel, alongside around 280 buyers from Vietnam and the broader Southeast Asian region.
Spurred by the expo, a total of 1,512 business consultations were conducted, resulting in the signing of memoranda of understanding (MOUs) and contracts valued at USD 33 million.
To heighten the interest of local consumers and boost their understanding of and purchasing demand for Korean products, this year's edition featured consecutive linked programs, including Hallyu performances, a K-Lifestyle talk show, and K-beauty experience booths.
Furthermore, this year's ASEAN K-Food Fair was structured to move beyond simple exhibitions, allowing local consumers to directly experience Korean food culture and lifestyle.
Numerous participatory programs were organized, such as open kitchen food/beverage tastings, a kimchi-making experience, and live chef shows.
In particular, spicy ramen, frozen cup rice, and halal-certified tteokbokki (stir-fried rice cakes) and ades garnered high interest. The Foodtech Special Pavilion's "Hangang River-style ramen" experience drew considerable attention, as did 45 items showcased at the Global NEXT K-Food Special Pavilion—including Sibwon-ppang (10-won bread) and cream glutinous rice cakes—which aimed to discover the "next K-ramen."
Kang Gam-chan, Deputy Minister for Trade and Investment at motir, emphasized, "By linking Hallyu with consumer goods, we will expand overseas expansion opportunities for our consumer products, including K-food and K-beauty. We will also provide close on-site support to resolve bottlenecks such as customs clearance and certifications, adding momentum to our exports."
Jeong Kyeong-seok, Director General of the Food Industry Policy Bureau at MAFRA, stated, "Based on the high interest and performance demonstrated by local consumers and buyers through this expo, we will continue to actively provide information, consulting, logistics, and marketing support to help our agri-food export enterprises expand their presence in the ASEAN market."
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Source Text
Source: Newsis (July 05, 2026)
** This article was translated from Korean.