Targeting the Recovering Indian Consumer Market... KOTRA "Securing with Korean Products"

[Asia Economy Reporter Suyeon Woo] KOTRA announced on the 30th that it will hold an online and offline exhibition, 'Korea Fair in India,' to promote Korean company products starting October 1. The event, held for ten days at Select Citywalk, the top shopping mall in New Delhi, features various programs including sample exhibition consultations and influencer-invited live commerce.

India, which once saw daily new COVID-19 cases surge to 400,000, now maintains fewer than 50 new daily cases as the first-dose vaccination rate exceeds 60%. Accordingly, KOTRA plans to invite about 200 Indian buyers who participated in online projects such as 'K-lifestyle in India' and the South Asia Korean Product Exhibition in the first half of this year to the offline event venue.

This event is conducted in collaboration with the Embassy of the Republic of Korea in India, the Korean Cultural Center in India, and the Korea Tourism Organization. On the first day, about 100 attendees including major Indian media, government officials, and buyers will be invited to enjoy a Korean drama OST piano recital and a Taekwondo flash mob. Ambassador Jang Jaebok of the Republic of Korea to India said, "This is an opportunity to truly feel Korea's popularity in India," adding, "We will continue to strive for mutually friendly relations between the two countries."

Additionally, as KOTRA holds an offline event in India for the first time in a year and a half, it has strengthened cooperation with Amazon India, the country's top e-commerce platform, to extend the event's momentum online. An e-commerce pavilion will be established at the venue to jointly promote the Amazon Korea Pavilion, and five influencers with numerous social network (SNS) followers will be invited on-site to conduct live commerce.

Furthermore, information about Korean companies that allow consumers to experience Korea will be compiled in a booklet titled 'K-experience in India' and distributed to Indian consumers, supporting the revitalization of Korean small business owners operating in India. Donations collected from Indian importers participating in the event will be used for social contribution activities to assist vulnerable groups in India.

Bin Junhwa, Head of KOTRA's South Asia Regional Headquarters, said, "Hallyu has grown to the extent that Korean product promotions are now conducted targeting Indian consumers," and added, "KOTRA will continue to make efforts to expand imports of Korean products by Indian buyers even after this event."

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