Hanjin President Cho Hyun-min Leads US Popup Event... "Supporting Small and Medium Enterprises' Overseas Expansion"

by Ryu Hyunseok

Published 28 Apr.2023 14:36(KST)

Hanjin announced on the 28th that it held a pop-up event in LA, USA to support the growth and overseas expansion of small and medium-sized enterprises.

Hanjin held the 'Slow Recipe' and 'Swoop (SWOOP)' pop-up events at the Wilshire Grand Center Intercontinental Hotel in Los Angeles (LA), USA, from the 21st to the 22nd local time. The event was held under the themes of "5 Recipes Proposed by Slow Recipe for a Sustainable Lifestyle" and "Feel Seoul In One SWOOP."

Hanjin President Cho Hyun-min personally attended the event. He led marketing activities to establish a foothold for overseas expansion of the 31 brands participating in the pop-up event under 'Slow Recipe' and 'Swoop.' Approximately 200 people visited over the two days.

Cho Hyun-min, President of Hanjin, personally introducing brand products to customers visiting the pop-up event. Photo by Hanjin

The pop-up venue was visited by local American influencers, industry insiders, media, and general customers interested in sustainable living and veganism. They showed great interest in the K-brands featured in the eco-friendly direct purchase shopping mall 'Slow Recipe' and the service 'Swoop,' which supports the overseas expansion of K-fashion brands.

Hanjin actively supported local American influencers who have personal channels on YouTube and Instagram to create content introducing the pop-up event sketches and participating brands. The pop-up event was also introduced to local media.

Following the successful completion of the first overseas pop-up event, the first of its kind in the industry, Hanjin plans to consider holding additional events in major cities across the United States.

A Hanjin official said, "We are proud that the response from the US market to the K-brands participating in the first-ever pop-up event in the industry was warmer than expected," adding, "We will continue to do our best as a global logistics partner to help small and medium-sized enterprises expand overseas."