Korea Brand Entertainment Expo 2022 starts in Hanoi

VIETNAM, October 27 –

HÀ NỘI – Korean Brand & Entertainment Expo 2022 (KBEE 2022) will be held in Hà Nội to promote Vietnam-South Korea ties through cultural and commercial exchanges.

The two-day event, which opened on Thursday, is organized by Korea Trade & Investment Promotion Agency (KOTRA) in cooperation with Việt Nam National Trade Fair & Advertising Company (Vinexad).

The exhibition consists of four main activities: business matching with trade and investment promotion activities; and experimental programs with activities such as a home shopping show for Korean products, a Korean wave makeup demonstration by Korean artists, and a Korean-style makeup show.

Korean suppliers will showcase their products at hundreds of booths at the Hà Nội International Exhibition Center at 91 Trần Hưng Đạo and seek potential partners through direct trade programs. The biz matching program is a prominent trading activity at the expo, which brings together 110 leading Korean cosmetics companies and brands; beauty equipment; Dietary supplements other than beverages; housewares; Domestic appliances; clothes for mother and baby; bathroom equipment; electric vehicles of all kinds and spare parts; and hospital and plastic surgery related services.

The event also features digital technology and intelligent education products; cultural products: music and films; Korean K-pop trend products and hearing aids; fashionable glasses; golf accessories; industrial cleaning chemicals and mild steel pipes.

KOTRA has prepared business matching programs between 110 South Korean companies and more than 500 buyers from Southeast Asia; of these there are about 450 buyers from Việt Nam and more than 70 from Southeast Asian countries.

Oh YoungJu, South Korea’s Ambassador to Việt Nam, said South Korea and Việt Nam officially established diplomatic relations on December 22, 1992, and this year marks the 30th anniversary of diplomatic relations between the two nations.

Through mutually beneficial economic cooperation, the two countries have grown continuously and have become important partners. The results of economic cooperation between the two countries have contributed a lot to the formation of global value chains, she said.

In recent years, the global economy and international brands have faced great uncertainty due to supply chain disruptions caused by the COVID-19 pandemic. At this turning point for the global economy, win-win cooperation between countries is more important than ever. Therefore, Korea and Việt Nam must further expand economic and cultural exchanges based on the trust existing between the two countries to achieve sustainable growth, she said.

Deputy Foreign Minister Nguyễn Minh Vũ said at the event that he hopes South Korean partners will continue to see Việt Nam as a safe travel destination with more opportunities for cooperation and development in the areas of investment, tourism, trade and culture.

Vũ also said that the Vietnamese government and relevant ministries and branches always accompany South Korean companies to invest and develop in Việt Nam.

Korean Brand & Entertainment Expo was held in Bangkok for the first time in 2010 and has been held in many countries including France (Paris 2011), Japan (Osaka 2012), United Kingdom (London 2013), Việt Nam (HCM City 2017). and United Arab Emirates (Dubai 2018). It is one of the largest events promoting Korean brands and entertainment for global consumers. — VNS


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