KOTRA Holds Promotional Event to Support K-Consumer Goods Exports to Africa

'K-Lifestyle in Africa' Online and Offline Hybrid Event Until the 28th

KOTRA's Korean Food Pavilion participating in the 'K-Lifestyle in Africa 2021' event, held until the 28th to expand exports and open new markets for our consumer goods in Africa
[Photo by KOTRA]

[Asia Economy Reporter Kim Heung-soon] KOTRA announced on the 21st that it will hold the 'K-Lifestyle in Africa 2021' project for ten days starting from the 19th to expand exports and open sales channels for Korean consumer goods in Africa.

This project combines various customized programs both online and offline, including ▲K-consumer goods B2C offline promotional events ▲online promotions in collaboration with South Africa's leading distribution networks (about 1,000 products) ▲B2B online export consultations ▲influencer social media (SNS) marketing.

Now in its sixth year, this event is a representative project in the African consumer goods sector, with about 100 promising domestic companies in cosmetics, food, and daily necessities participating alongside about 70 buyers from major African countries such as the Republic of South Africa and Nigeria.

The B2C (business-to-consumer) offline promotional event is held at 'Mall of Africa,' South Africa's leading shopping mall, until the 28th, coinciding with the Black Friday holiday, the largest local consumption period.

In addition to a pop-up promotional hall exhibiting samples of Korean companies' products, a separate sales area for beauty, food, and lifestyle products will be set up so that South African consumers visiting the mall during the event can purchase Korean products directly on-site. Fourteen local distributors handling Korean products, including major vendors in South Africa's distribution network, will participate in the offline sales area.

The online promotion is conducted in collaboration with companies leading South Africa's distribution network. 'Takealot,' the number one online distribution company known as the Amazon of South Africa, will intensively promote over 300 Korean products during the event. 'Superbalist,' a leading distribution network in fashion and beauty, will open a K-beauty themed section and support new entries of domestic companies. South Africa's first K-beauty specialized online mall, 'Glossiori,' will also participate.

KOTRA is also promoting SNS marketing in collaboration with famous South African influencers to target the Black Diamond class familiar with mobile culture. Son Byung-il, head of KOTRA's Africa Regional Headquarters, said, "Along with the high popularity of Korean content, the online distribution market in Africa is rapidly growing after COVID-19," adding, "We will support the expansion of Korean consumer goods companies' entry into the African market in various ways."

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