K-Consumer Goods Captivate China... KOTRA Launches Largest-Ever Marketing Campaign

Participating as the Guest of Honor at the Shandong Imported Products Expo
Exhibiting and Consulting on 600 Products from 145 Companies
Large Crowds Drawn to Forums, Fashion Shows, and Cultural Performances

The Korea Trade-Investment Promotion Agency (hereinafter referred to as KOTRA) will launch a comprehensive marketing campaign combining K-consumer goods and culture at the “RCEP Regional (Shandong) Imported Products Expo,” held in Linyi City, Shandong Province, for three days starting April 20, 2026.

This year marks the fifth edition of the “RCEP (Regional Comprehensive Economic Partnership) Regional Imported Products Expo,” hosted by the Shandong Provincial Department of Commerce and the Linyi City government to promote trade among RCEP member countries. Around 1,200 booths have been set up this year, focusing primarily on consumer goods such as beauty, fashion, electric and electronic appliances, and automobiles.

KOTRA is promoting a comprehensive marketing event that combines K-consumer goods and culture at the "RCEP Regional (Shandong) Imported Products Expo," held for three days starting on the 20th (local time) in Linyi, Shandong Province. Scenes from the Korean Pavilion at the event site. Photo by The Korea Trade-Investment Promotion Agency

In particular, reflecting the positive atmosphere for bilateral business cooperation this year, Korea has been invited as the guest of honor and will operate the largest-ever Korea Pavilion (810 square meters). The Korea Pavilion is organized by the Consulate General in Qingdao and KOTRA, with active collaboration from the Korea Agro-Fisheries & Food Trade Corporation (aT), the Korea SMEs and Startups Agency, the Korea Tourism Organization, and the Korea Testing & Research Institute, offering a wide array of programs.

Under the theme “Experience Korea in Linyi,” the Korean showcase booth will feature approximately 600 products from 145 companies across five major sectors: cosmetics, household goods, fashion, food, and health foods. In addition to product showcases and consultations for buyers and distribution channels, there will be live commerce sessions and on-site booths providing certification and local market entry consulting.

The K-fashion show, featuring four companies listed on Musinsa, as well as a cultural performance by the Jeonbuk Special Self-Governing Province Gugak Orchestra, attracted large crowds. On the afternoon of the first day of the expo (April 20), the “Korea-Shandong Exchange and Cooperation Forum” will also be held to discuss ways to expand business, cultural, and people-to-people exchanges between Korea and China. In addition, the “Korea-China Intellectual Property Rights Seminar” will take place.

Shandong Province, the closest Chinese region to Korea, serves as a key hub for trade in consumer goods and raw materials through its ferry logistics network. Linyi City, the most populous city in Shandong Province, is playing a pivotal role in spreading K-initiatives across the region, leveraging its advanced logistics infrastructure.

Exterior view of KOTRA headquarters. Korea Trade-Investment Promotion Agency

Ryu Changsu, Consul General in Qingdao, said, “With consensus growing to expand economic cooperation between Korea and China following two summits since November last year, it is especially meaningful for Korea to participate as the guest of honor in this expo. Through collaboration between the public and private sectors, we aim for this event to boost the atmosphere for economic cooperation and support companies' market entry as we spread K-initiatives.”

Hwang Jaewon, Head of KOTRA’s China Regional Headquarters, also stated, “Shandong Province, located just about 300 kilometers from Korea, is a crucial hub for Korean companies targeting the Chinese domestic market. Building on the recent positive momentum for economic cooperation, we will strengthen our activities so that K-consumer goods and the Korean Wave can spread throughout China, using regional cities like Shandong as bases.”

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