The Ministry of Culture, Sports and Tourism (Minister PARK Bo Gyoon, MCST), the Ministry of Trade, Industry and Energy (Minister LEE Chang-Yang Lee, MOTIE), the Ministry of Agriculture, Food and Rural Affairs (Minister CHUNG Hwang-keun, MAFRA), the Ministry of Oceans and Fisheries (Minister CHO Seung-Hwan, MOF), the Ministry of SMEs and Startups (Minister LEE Young, MSS), the Korea Creative Content Agency (President JO Hyun-rae, KOCCA), the Korea Trade-Investment Promotion Agency (President & CEO YU Jeong Yeol, KOTRA), Korea Agri-Fisheries & Food Trade Corporation (President / CEO KIM Chun-Jin), Small and medium Business Distribution Center (CEO JEONG Jin-Soo), and the Korea International Trade Association (Chairman Christopher KOO, KITA) will hold the "K-EXPO VIETNAM 2022" in Hanoi, Vietnam from October 15 (Sat) to promote and support of the Korean (Hallyu) contents advancing into the overseas market.

Expected to promote shared growth of Korean culture related industries by utilizing the economic ripple effect

The "K-EXPO", jointly held for the first time this year, was designed in relation to Hallyu contents and related industries to expand overseas sales channels and spread the charm of Korean culture, considering the fact that even Hallyu related industries had big ripple effects on consumer goods, SMEs had difficulty advancing into the overseas market because of difficulty in accessing information and limited budget. MCST, taking the initiative, developed this project into a pan-government collaboration project after discussing with the Hallyu Cooperation Committee[1].

This Expo helps overseas promotion of various products such as consumer goods, agri-food, and the national representative small and medium-sized company Brand K (Korean companies), including Hallyu contents, which are recently gaining popularity around the world. The event will also provide sessions including, consultations and discussion meetings (seminars) between domestic and overseas purchasing companies, real-time sales exhibitions (live commerce), content and consumer goods exhibitions, halls for hands-on experience and performance. 

The Fair is held in two parts to expand opportunities for related companies and consumers to participate in diverse programs. The first event will be held at the Hanoi National Conference Center and JW Marriott Hotel from October 15 (Sat) to 18 (Tue), focusing on contents, agri-food, and brand K items. The second event (Korea Brand & Entertainment Expo 2022) will be held at the International Exhibition Center on October 27 (Thu) and 28 (Fri) on consumer goods and service items.

Support 250 domestic companies in the Hallyu-related industries such as contents, consumer goods, and services to advance into the Southeast Asian Market

In this Expo, MCST will support businesses between approximately 250 domestic companies and approximately 605 overseas companies  in the field of contents, agri-food, seafood, Brand-K, consumer goods, smart mobility in the Hallyu-related industries to support networking in the Southeast Asia such as Vietnam, Indonesia, and Thailand.

On October 17 (Mon) and 18 (Tue), the 1st event will be held at the JW Marriott Hotel with sessions for export conference, a discussion session with a local law firm (LAW2B), and meetings to support Korean companies advancing into the overseas market are planned. In the second event, promotional events will be held for products sold in Shopee Vietnam, the largest online shopping retailer in the country. Taking the opportunity, the "2022 Korea Sale Festa" and "2030 Busan Expo" will also be promoted.

Promotion of Hallyu products for local consumers as well as  various attractions, including performances

The event also provides a business-to-consumer program focusing on providing experiences to consumers. In the first event held at the National Conference Center from October 15 (Sat) to 16 (Sun), exhibition and experience using immersive technology, promotion of product and events will be carried out as well as dance contests. In particular, on the 16th (Sun), AB6IX, Moonbin & Sanha, Baek Ji-young from Korea and Min, BinZ, Jestatee from Vietnam will be on stage to entertain Korean culture fans who had challenging times during the Pandemic.During the second event to be held on October 27 (Thur), K-pop singers, including WINNER and Blank2Y will perform on stage. Following the performance stage by K-Pop singers, there will be a session for singers meeting their fans. There will also be opportunities to see and experience Korean beauty makeup show, Korean cuisine, and wearing Hanbok.

The main programs and schedules of the Expo can be found on the official website (www.kexpo2022.com), and an English guide service is provided for Hallyu fans and companies around the world. MCST official said, “This event is significant in that it pursues the effects of shared growth through collaboration with ministries as a whole.” Taking this opportunity, MCST will do best to contribute to expand to the overseas market and contribute to the sustainable growth.