'Donghaeng Festival' with Global Influencers

by Keum Boryeong

Published 26 Sep.2023 12:00(KST)

Malaysian National Sabrina and Live Commerce
Introducing Kim Bugak, Vegan Ramen, and Fatigue Recovery Products

Global influencers are stepping up to promote the sales of domestic small business products.

Live Commerce Example [Photo by Ministry of SMEs and Startups]

The Ministry of SMEs and Startups announced on the 26th that it will hold a global live commerce event on its YouTube channel and the ‘Gachi Sapsida’ website in celebration of the Hwanggeumnyeok Donghaeng Festival.

The global live commerce aims to expand overseas market access by promoting excellent products from domestic small business owners to local consumers abroad, combined with K-culture.

The broadcast will take place for 60 minutes starting at 3 p.m. on the same day. Malaysian influencer Sabrina and a show host will appear together. Sabrina has about 540,000 followers and regularly posts content related to Korean and Malaysian cultural exchange, such as Korean food, travel destinations, and daily life.

The products introduced during the broadcast include gimbugak (seaweed crisps), vegan ramen, and fatigue recovery supplements. ‘Haenuri Gimbugak’ is a snack made from domestically produced seaweed. It recently captured the taste buds of foreigners on a variety show. Along with this, ‘Vegetarian Clean Noodles Made with Domestic Wheat’ targeting the overseas vegan market and ‘Sulae-hwan,’ made with ingredients such as Korean medicinal herbs and domestic honey, were also showcased.

This event was planned and organized to introduce the excitement of the Hwanggeumnyeok Donghaeng Festival to overseas consumers and to enable the purchase of small business products by applying discounts ranging from 16% to 50% per product. The product purchase page will be linked during the broadcast. Global consumers can purchase through the Qoo10 platform.