'Live Commerce at Vietnam Exhibition'... Home&Shopping Supports SMEs' Overseas Expansion

191 Domestic Consumer Goods Companies Participate
On-site Contracts Achieved Through Matching with Overseas Companies
Live Commerce Event Held on Site

Home&Shopping announced on the 3rd that it participated in the '2024 Vietnam International Premium Consumer Goods Fair' to support small and medium-sized enterprises (SMEs) in developing overseas sales channels.

The '2024 Vietnam International Premium Consumer Goods Fair' was an exhibition jointly hosted by the Korea International Trade Association and COEX, held at the SECC Exhibition Center in Ho Chi Minh City, Vietnam, from May 30 to June 2. Marking its 12th year, this event saw the participation of 191 domestic consumer goods companies through cooperation with the Foundation for Cooperation of Large, Medium, Small Enterprises and Agriculture and Fisheries, as well as four local governments including Gangwon, Incheon, Jeonbuk, and Jeju. In Vietnam, about 1,000 major distribution buyers, including the distribution company 'WinCommerce,' which operates over 3,400 supermarkets, and the e-commerce platform 'Tiki,' visited the exhibition.

Home&Shopping set up the 'Home&Shopping Premium Pavilion' at the exhibition to assist in promoting SMEs. The Korea Federation of SMEs, which participated in the event, helped facilitate overseas business matching consultations for SMEs by utilizing overseas infrastructure. Among the 12 participating companies, Seafarmer achieved $320,000 (approximately 440 million KRW) in on-site contracts and signed five business agreements, while EasyFormula secured contracts worth $210,000 (approximately 290 million KRW), demonstrating successful outcomes.

At the Home&Shopping exhibition booth, live broadcasts by influencers were conducted to generate both entertainment and promotional effects. The live commerce broadcast on the first afternoon recorded over 60,000 viewers, and Hanul Food’s seasoned seaweed recorded more than 1,000 real-time sales.

A Home&Shopping official stated, "With the global attention on Korean products driven by trends in K-beauty, fashion, and food, many SMEs remain in a blind spot due to a lack of know-how. We will take the lead in actively developing overseas sales channels while the Korean Wave is strong."

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