KOTRA Operates 'Online and Offline Hybrid Korea Pavilion' in Vietnam

Proceeding in line with the Vietnam Premium Consumer Goods Exhibition

[Asia Economy Reporter Kim Ji-hee] KOTRA has been assisting our small and medium-sized enterprises (SMEs) and mid-sized companies in entering the market in Ho Chi Minh City, Vietnam, over three days starting from the 17th. KOTRA set up a hybrid Korean Pavilion combining online and offline elements in line with the Vietnam Premium Consumer Goods Exhibition. A notable feature is the introduction of a method where overseas trade offices participate in offline exhibitions on behalf of our companies while simultaneously promoting non-face-to-face marketing.

This project was planned to find a breakthrough for exports as the entry restrictions for our companies into Vietnam have been prolonged. Currently, offline exhibitions can be held in Vietnam as gathering restrictions have been eased, but local business trips by Korean company representatives remain impossible. Accordingly, KOTRA received exhibition items through overseas trade offices and conducted local promotions on behalf of our companies.

To compensate for the limitations of proxy participation, KOTRA completed training for exhibition staff, production of Vietnamese promotional materials, and test marketing in advance. From the 17th, during the Vietnam Premium Consumer Goods Exhibition period, online and offline business consultations are being conducted.

Local buyers previewed items using videos and samples from our companies and applied for online consultations. At the exhibition site, KOTRA is responding to buyer inquiries using samples. Follow-up and in-depth video consultations between Korean companies and Vietnamese buyers are also being coordinated.

In particular, KOTRA actively encouraged companies affected by the novel coronavirus disease (COVID-19) to participate in the exhibition. Along with 11 customers from the branch office project, three social enterprises and two companies that had suspended exports participated together.

Kwon Pyung-oh, President of KOTRA, stated, “Considering Vietnam’s business culture, it is necessary to persuade partners from multiple angles,” and added, “Hybrid exhibitions and consultations will be increasingly spotlighted as a model suitable for the post-COVID era.”

This content was produced with the assistance of AI translation services.