'Korean Wave Expo' in Tokyo, Japan... "Strategic Opportunity for Export Promotion"

Ministry of Trade, Industry and Energy & KOTRA to Host Event on 11-12
Opening Linked with SBS Inkigayo Concert
40,000 Japanese Visitors Attend... Over 1,200 Consultations Held

The Ministry of Trade, Industry and Energy and the Korea Trade-Investment Promotion Agency (KOTRA) announced on the 13th that the "2024 Tokyo Hallyu Expo" opened on the 12th in Tokyo, Japan, showcasing the excellence of Korean products.

On the 12th, the scene at the '2024 Tokyo Hallyu Expo.' Photo by KOTRA

The Hallyu Expo opened at the Saitama Super Arena in conjunction with the "SBS Inkigayo Live in Tokyo Concert" stage. At the opening ceremony, which attracted about 20,000 Japanese spectators, a congratulatory video message from former Japanese Prime Minister Yoshihide Suga was screened, drawing attention. The event was held over two days, from the 11th to the 12th, attracting approximately 40,000 local Japanese visitors.

The expo is a Hallyu product export marketing event that promotes excellent Korean products in connection with Hallyu events. It was held in Tokyo, Japan, for the first time in 12 years since the 2012 Osaka event. It was organized to explore diversification of market entry into Japan, which is experiencing the fourth wave of Hallyu. The Ministry of SMEs and Startups, Ministry of Culture, Sports and Tourism, Ministry of Agriculture, Food and Rural Affairs, Foundation for Cooperation between Large, Small and Medium Enterprises and Agriculture and Fisheries, Seoul Olympic Memorial National Sports Promotion Corporation, Small and Medium Business Distribution Center, Korea Agro-Fisheries & Food Trade Corporation, Korea Tourism Organization, National Heritage Promotion Agency, and Hyundai Home Shopping collaborated with the Ministry of Trade, Industry and Energy and KOTRA to organize the expo.

The Ministry of Trade, Industry and Energy and KOTRA plan to use the expo as a strategic opportunity to boost exports. They selected three promising sectors for entry into Japan?consumer goods, services, and DX-centered manufacturing industries?with high demand in Japan, and promoted marketing by linking them with Hallyu. On the 11th, a one-on-one export consultation meeting was held, where 128 promising companies in consumer goods such as cosmetics, agro-fisheries products, daily necessities, Hallyu goods, as well as tourism IT services and smart factory-related materials, parts, and equipment sectors, held about 1,200 consultations with 300 influential buyers visiting from all over Japan.

Cho Ik-no, Director General of Trade Policy at the Ministry of Trade, Industry and Energy, said, "Japan is one of Korea’s most important partners in terms of geographical proximity, complementary economic relations, and potential for future cooperation. Through the Hallyu Expo, we will expand the Hallyu effect to other industrial sectors to maximize the synergy effect of Hallyu and contribute to increasing exports."

Yoo Jung-yeol, President of KOTRA, said, "Ahead of the 60th anniversary of the normalization of diplomatic relations between the two countries next year and the Osaka World Expo, we prepared the Hallyu Expo to promote various Korean products along with Hallyu experiences in response to the high popularity of Hallyu in Japan. With the recent improvement in bilateral relations, Hallyu is becoming a catalyst for industrial and cultural exchanges, and we will actively strive to strengthen export and economic cooperation through this."

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