Thailand's 'K-Expo' Successfully Concludes... KOTRA and Shinsegae Open Popup Store at Bangkok Department Store

Jointly Hosted by 5 Ministries and Agencies Including Ministry of Trade, Industry and Energy and KOTRA
'Hallyu Comprehensive Expo'... 155 Beauty and Fashion Companies Participate
KITA Hosts 'Premium Consumer Goods Fair' with 40 Companies Participating

The Ministry of Trade, Industry and Energy and KOTRA, together with four other ministries including the Ministry of Culture, Sports and Tourism, and four organizations including the Korea International Trade Association, held the '2023 Thailand K-Expo' for four days from the 9th to the 12th (local time) in Bangkok, Thailand, the 13th announced. It was a 'Hallyu Comprehensive Expo' linking Hallyu cultural contents and consumer goods sectors.

KOTRA stated that the scale of Hallyu fans in Thailand is the largest in Southeast Asia. According to a survey by the Korea Foundation (KF), the number of Hallyu enthusiasts in Thailand is estimated to be 17 million.

The 'K-Fashion Pop-up Store' operated by nine companies at Siam Discovery, the largest shopping mall in Bangkok.
[Photo by KOTRA]

On the 9th and 10th, a consumer goods and cultural content export consultation meeting was held at the Grand Centara Bangkok Convention Center in Bangkok, Thailand, featuring beauty, fashion, agricultural products, seafood products, Brand K, and other consumer goods. A total of 155 companies, including 20 promising Korean beauty and fashion companies, participated in the export consultation meeting. In addition to Thailand, 360 buyers from Southeast Asian countries such as Indonesia, Vietnam, and Singapore also participated.

KOTRA supported B2B consultations for six emerging Korean fashion designer brands in cooperation with Shinsegae. Also, from the 8th, a 'K-Fashion Pop-up Store' featuring nine companies has been held for two months at Siam Paragon Discovery Department Store, the largest shopping mall in Bangkok. Vibrant colors and costumes worn by Korean drama actors such as 'King the Land' and 'Celebrity' have recently gained popularity in Thailand. KOTRA said this pop-up store created an opportunity to expand the popularity of dramas into K-fashion.

At the 'K-Product Premium Consumer Goods Exhibition' held by the Korea International Trade Association on the 9th and 10th (local time), participating companies are consulting with buyers.
[Photo by Korea International Trade Association]

The Korea International Trade Association (KITA) also held the 'K-Product Premium Consumer Goods Exhibition' linked with the K-Expo on the 9th and 10th at the Clara Hotel. The consumer goods exhibition is an annual exhibition of excellent Korean products held by KITA in strategic export expansion markets. Following Japan (May, Tokyo), France (May, Paris), Vietnam (June, Ho Chi Minh City), and Indonesia (September, Jakarta), the event expanded its location to Thailand (November, Bangkok).

The consumer goods exhibition was attended by 40 excellent small and medium-sized enterprises popular in Southeast Asia in beauty, food, and daily necessities. Participating companies held 460 consultations worth approximately 37 million USD with 140 buyers from seven Southeast Asian countries. The stationery company 'Sangsang and Sangsang' signed a business agreement (MOU) worth 1 million USD (about 1.3 billion KRW) for discussions on entering large local supermarkets and convenience stores in Thailand after the consultations. The cosmetics manufacturer 'Skin9 Cosmetic' signed a sample purchase contract.

Kim Ki-hyun, head of KITA's Global Cooperation Headquarters, said, "KITA will continue to promote various marketing projects such as the K-Premium Consumer Goods Exhibition and B2B consultation meetings to help Korean companies' excellent products gain recognition in the Southeast Asian market."

The exhibition and consultation hall of the '2023 Thailand K-Expo' held in Bangkok, Thailand, from the 9th to the 12th (local time). [Photo by KOTRA]

On the 11th and 12th, a comprehensive exhibition and experience hall for Hallyu cultural contents such as animation, broadcasting, music, and new technology convergence contents, as well as K-food, was operated at the Queen Sirikit National Convention Center. On the evening of the 11th, five teams performed, including K-pop artists SHINee's KEY, ONF, and Thai artists Gulf Kanawut and VERIVERY.

Jung Woyeong, head of KOTRA's Innovation Growth Headquarters, said, "It is significant to hold a cross-ministerial K-Expo in Thailand linking Hallyu contents and promising consumer goods," adding, "KOTRA will continue to actively support cooperation with ministries and organizations to ensure that the ripple effect of Hallyu leads to an expansion of consumer goods exports."

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