KOTRA to Host 'ASEAN Hallyu Expo' Starting from the 2nd of Next Month
[Asia Economy Reporter Kiho Sung] KOTRA announced on the 27th that it will hold the ‘2020 ASEAN Hallyu Expo’ for two weeks starting from the 2nd of next month, in collaboration with the Ministry of Trade, Industry and Energy, the Ministry of Culture, Sports and Tourism, and the Korea Creative Content Agency. The event will conduct online marketing targeting the ASEAN market, a hub for Hallyu, and support the export of promising consumer goods and services.
The Hallyu Expo is KOTRA’s representative cultural content project linking Hallyu, such as K-pop and K-drama, with the promotion of exports of Korean consumer goods and services. It has been held for 11 years since 2010, and this year it will be conducted online due to the novel coronavirus disease (COVID-19).
The event features various programs including the ‘Opening Hallyu Performance’ with seven Hallyu star teams, ▲a Korean product promotion exhibition in collaboration with 110 overseas online and offline distribution networks ▲1:1 video consultations ▲O2O showrooms ▲influencer marketing, and more.
The opening Hallyu performance will cover K-pop and K-drama OSTs. Taemin and Super Junior-D&E (Donghae & Eunhyuk) will represent the K-pop performances. For the K-drama OST performances, ▲Ailee and Soyou (Goblin) ▲Lyn (My Love from the Star) ▲Super Junior-Yesung (That Winter, The Wind Blows) ▲Hwang Chi-yeul (Moonlight Drawn by Clouds) will appear on a special stage using immersive video technologies such as AR.
Additionally, the stars will promote K-consumer goods through support videos. They will also connect via video with fans from the 10 ASEAN countries and the O2O showroom site in Bangkok, Thailand, delivering a message of Korea-ASEAN harmony and exchange.
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KOTRA President Kwon Pyung-oh stated, “Hallyu has now become a new growth engine for the Korean economy,” and added, “Starting with this expo, we will widely promote the excellence of K-consumer goods in ASEAN countries.”
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