KOTRA Appoints WINNER and Kim Sejeong as Ambassadors for Hanoi Hallyu Expo Promotion
Enhancing Korea-Vietnam Industrial Exchange through Hallyu Star Marketing
[Asia Economy Reporter Kim Pyeonghwa] The Korea Trade-Investment Promotion Agency (KOTRA) appointed K-pop group WINNER and actress Kim Sejeong as ambassadors for the '2022 Hanoi Korea Brand & Entertainment Expo' at its headquarters in Yeomgok-dong, Seoul, on the 6th.
The Korea Brand & Entertainment Expo is an export marketing event that combines the promotion of domestic consumer goods and services with the Korean Wave (Hallyu). It aims to diversify export markets for domestic consumer goods and services by supplementing the lack of overseas recognition of small and medium-sized enterprises' products. It serves as a representative marketing platform of Hallyu to enhance interest among local consumers and buyers.
This year's expo will be held in person for the first time in three years. In conjunction with the joint government ministries' '2022 K-Expo Vietnam,' organized by the Ministry of Trade, Industry and Energy, the Ministry of Culture, Sports and Tourism, the Ministry of Agriculture, Food and Rural Affairs, and the Korea International Trade Association, export consultations and Hallyu-based marketing will be conducted for a total of 136 companies in consumer goods and promising services. Promotions targeting consumers (B2C) will also be carried out for companies entering local online distribution channels, focusing on generating export-linked results.
WINNER, appointed as an ambassador, has been active as a popular group domestically and internationally since their debut in 2014. Kim Sejeong is a multi-entertainer active as both an actress and singer-songwriter. The ambassadors will promote the expo through various activities such as the opening performance on the 27th, fan sign events, and corporate social responsibility (CSR) activities.
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Yoo Jung-yeol, President of KOTRA, said, “We are pleased to appoint WINNER, a K-pop group loved worldwide, and Kim Sejeong, who has grown into a global actor through K-dramas, as ambassadors for this Korea Brand & Entertainment Expo to promote the appeal of Korean products,” adding, “We hope that the participation of these proud Hallyu stars will further expand business exchanges between Korea and Vietnam.”
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