Popularity of K-Beauty in Southeast Asia Continue to K-Lifestyle

To expand the export market for South Korean consumer products to the Southeast Asia region, the Korea Trade Investment Promotion Agency (KOTRA) held an exhibition titled K-Lifestyle in ASEAN 2021 for 5 days from 9 to 14 November 2021 in Jakarta.  This exhibition is part of a series of events consisting of online-offline promotions, online business meetings, and strategy webinars to enter the Southeast Asian market. 

Interview with Jeong Seonyeong (Deputy Director of KOTRA Jakarta).  You can watch it by clicking this link: https://drive.google.com/file/d/1s7SAhM7JuBP-9CaCDYlf_SNwSgCXK9xT/view?usp=drivesdk

This exhibition is a continuation of the K-Beauty in ASEAN 2020 event which was held in Jakarta on November 11, 2020.  This year the target of participants is increasing to 100 companies, ranging from local companies and beginner exporters to medium and export companies.  In addition to beauty products, this event was also enlivened with food products, kitchen utensils, and fashion products.  KOTRA's strategy is to expand the popularity of K-Beauty in Southeast Asia into K-Lifestyle. 

In collaboration with the Korean Tourism Organization (KTO), the exhibition with the theme "Jakarta Rasa Korea" was held at Central Park Mall, Jakarta, decorated with traditional Korean architecture and dancheong ornaments to attract Jakartans who visit the shopping center. 
“It's been a long time since I couldn't take a vacation because of COVID-19,” “Exciting really because it's like shopping on the streets of Korea," was the response of one of the exhibition visitors. The person in charge of sales of STC Natural, one of the South Korean food distributors in Indonesia who participated in the exhibition said, "The visitors are very interested in Korean processed foods and snacks.  The dalgona snack that appeared in the drama Squid Game also became popular. 

On the other hand, an online shopping exhibition titled '2021 Korea Sale Festa' will also be held during the period 1–15 November 2021 through one of Indonesia's e-commerce sites, iStyle.id.  By cooperating with 5 well-known Indonesian influencers, various events such as Shopee Live, YouTube content 'K-Food halal cuisine', and 'K-Beauty Online Talkshow' also enlivened this event. 
Previously, online business meetings and strategy webinars to enter the Southeast Asian market were held as part of a series of events organized by KOTRA Jakarta. 
A total of 150 consultation sessions have been held online due to the OVID-19 pandemic.  This business meeting was attended by 50 buying companies from Southeast Asian countries such as Indonesia, Vietnam, Singapore, Philippines, Laos, and others with local companies and budding exporters from South Korea.  Several Indonesian companies who attended the business meeting were also invited to the exhibition so that they could see and try firsthand the products of interest. 
On October 28, Director of COSMAX Indonesia, Jung Min-kyung, Director of NICE Retail Vietnam, Yoo Young-kook, Deputy Director of Lazada Singapore, Seo Jong-yoon, and Global Seller Lead Blibli.com, Giovanni Reinaldi A. discussed some important information  what Korean companies interested in the domestic market should know in a webinar themed 'The Condition of the Southeast Asian Consumer Goods Market and Entry Strategies'. 
Jung Min-kyung explained that the trend of beauty products that are in demand by Indonesian consumers has begun to spread, not only to products that have BPOM and halal certification, but also Vegan Beauty and Conscious Beauty products, Lee Jeong-seob as director of KOTRA for Southeast Asia and Oceania  , said, “This event is an opportunity to feel the high interest of local residents in South Korean consumer products. 

Not only beauty products, but also other products.  So, we will diversify the product categories that enter the ASEAN market along with export expansion activities."

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