KOTRA Holds Hallyu Expo to Expand Export Routes to Vietnam

Hallyu Experiential Marketing Conducted in Distribution Network Collaboration O2O Promotions

KOTRA Headquarters Exterior / Provided by KOTRA

[Asia Economy Reporter Kim Pyeonghwa] The Ministry of Trade, Industry and Energy and the Korea Trade-Investment Promotion Agency (KOTRA) held the ‘2022 Hanoi Hallyu Expo’ in Hanoi, Vietnam on the 27th (local time). This event was held as a continuation of the joint ‘2022 K-Expo Vietnam’ by related ministries held in Hanoi two weeks ago.

KOTRA collaborated with the Ministry of Culture, Sports and Tourism, the Ministry of Agriculture, Food and Rural Affairs, the Ministry of Oceans and Fisheries, the Ministry of SMEs and Startups, the Korea Creative Content Agency, the Korea Agro-Fisheries & Food Trade Corporation, the Small and Medium Business Distribution Center, and the Korea International Trade Association, in addition to the Ministry of Trade, Industry and Energy, to present this expo.

The Hanoi Hallyu Expo is an export marketing event that promotes domestic consumer goods and services in connection with Hallyu events such as performances. Since 2010, it has been held annually at major overseas bases, but for the past two years, it was conducted online due to the spread of COVID-19. This year, it was held offline for the first time in three years.

Vietnam is an emerging consumer market known as Post China in the global market. As of last month, it ranked as the third largest trading partner of Korea after China and the United States. It is also the country with the largest trade surplus. The Ministry of Trade, Industry and Energy and KOTRA plan to strategically utilize this Hallyu Expo to revitalize exports.

Specifically, they plan to use marketing strategies that connect digital marketing results to offline activities and help market entry of future strategic industry items centered on Hallyu experiences. They also plan to innovate export marketing and secure export performance of participating companies by promoting win-win marketing through cooperation with domestic and overseas distribution networks.

Yoo Jung-yeol, President of KOTRA, said, “Korea and Vietnam have become the most important partners in the economic field in 30 years since establishing diplomatic relations,” and added, “We will strive to expand the ripple effect of Hallyu in Vietnam not only to consumer goods but also to services and green new growth industries to strengthen economic cooperation between the two countries.”

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