[Report] Introducing the Taste and Charm of Korea to the World... 'K-Brand Expo' Held in New York

Held over two days from the 20th to 21st... Food Zone and Beauty Zone Operated
Fresh Easy Unveils Retort Products Collaborating with Traditional Restaurants
Minister Lee Young: "We Will Support Export SMEs to Enter the Global Market"

[Asia Economy Reporter Kim Bo-kyung] An expo showcasing the taste and style of Korea was held in New York, USA. From meal kit companies aiming to introduce traditional Korean dishes from long-established restaurants overseas to cosmetics companies whose exports to China were blocked due to the COVID-19 pandemic, the challenges of small and medium-sized enterprises (SMEs) targeting the U.S. market have begun.

The Ministry of SMEs and Startups held the 'K-Brand Expo' over two days, on the 20th and 21st (local time), at Pier 17 in New York. The ministry and Lotte selected 120 SMEs aiming for overseas expansion to plan this event.

An official from the ministry explained, "This is a win-win program prepared to widely promote Korea's excellent products by utilizing the promotional channels of large corporations," adding, "With the advent of the endemic phase, our SMEs carried out large-scale marketing activities locally in the U.S."

The venue was broadly divided into a 'Food Zone' and a 'Beauty Zone.' A promotional hall was set up where attendees and buyers could try products and receive explanations, and detailed product information and online consultations were also available via QR codes.

The meal kit manufacturer 'Fresh Easy' introduced retort pouch products developed in collaboration with long-established restaurants selected as 'Baeknyeon Gage' (century-old stores) by the ministry. They attracted attention by cooking doenjang jjigae (soybean paste stew) on-site for visitors to taste. Fresh Easy, which started exporting last year, recently achieved new contracts through a global expo held in Dubai.

Choi Yi-jung, manager of Fresh Easy's overseas business center, said, "It is meaningful to introduce Korean dishes imbued with the craftsmanship of long-established restaurant owners to the world," adding, "The advantage is that people abroad can easily experience dishes from popular restaurants in Korea where you have to line up to eat."

At a cooking show featuring Chef Choi Hyun-seok, dishes using truffle salt from 'Haeyeoreum' were presented. Haeyeoreum is a company founded by a former food travel broadcast PD that produced naturally aged sun-dried salt for 13 years before developing premium truffle salt.

'The Skin Company,' which manufactures cosmetics using vitamin C raw materials, turned to the U.S. market after its export route to China was blocked due to the COVID-19 situation. Established 20 years ago, The Skin Company is a B2B company whose main clients include skin beauty shops and beauty specialized schools.

A company representative stated, "Before the COVID-19 pandemic, over 80% of our sales came from the Chinese market, including Beijing and Shanghai, but as China maintained its 'zero-COVID' policy, export conditions became unstable." They added, "Based on our long-standing experience and know-how in the beauty industry, we want to take on the challenge in a new land called the U.S."

Lorenthu Company’s chocolate products

Choo Se-eun, CEO of Laurenchu Company, headed straight to this event after finishing an expo in Osaka, Japan. They unveiled non-alcoholic sangria containing herbal medicine effective for insomnia and colds, as well as sugar-free mugwort chocolate. The mugwort chocolate won 3 stars at the 'International Food and Beverage Quality Awards' held in Belgium this year. The company is a 'good' enterprise that collaborates with local communities, uses local specialties as main ingredients, and shares profits.

With over 15 years of experience in the food industry, CEO Choo expressed, "We will propose delicious healthiness and a healthy drinking culture to domestic and international customers," adding, "We want to establish our products as even more recognized overseas."

Along with the Ministry of SMEs and Startups and Lotte Home Shopping, promotional content utilizing local influencers was produced and broadcast on YouTube, and the oversized 'Amazing Bellygom' that was popular in Korea was installed to attract the attention of New York citizens.

Lee Young, Minister of SMEs and Startups (pictured), said, "It is meaningful to promote the latest trends through the K-Brand Expo in New York, the global center of culture including fashion, beauty, and food."

He added, "We will continue to provide unwavering support for the global market expansion of our export SMEs, not only in the U.S. but worldwide."

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