Exploring Overseas Sales Channels for K-Content and Related Industries in Thailand

Date Nov 10, 2023

- Nov 9 to 12, pan-government project K-EXPO THAILAND 2023 to be held

- Support for domestic companies to expand overseas and actively promote Hallyu products, including K-content


The Ministry of Culture, Sports and Tourism (Minister YU In Chon, MCST), in collaboration with the Ministry of Trade, Industry and Energy (Minister BANG Moon Kyu, 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), and the Ministry of SMEs and Startups (Minister LEE Young, MSS), will host the “K-EXPO THAILAND 2023” from November 9 (Thur) to 12 (Sun) in Bangkok, Thailand. The event is organized by the Korea Creative Content Agency (President JO Hyun Rae, KOCCA), the Korea Trade-Investment Promotion Agency (President & CEO YU Jeoung Yeol, KOTRA), the Korea Agro-Fisheries & Food Trade Corporation (CEO KIM Chun Jin, aT), the Small & medium Business Distribution Center (CEO LEE Tae Sik, SBDC), and the Korea International Trade Association (Chairman KOO Ja Yeol, KITA).


 Harnessing the ripple effects of the K-content to promote the mutual growth of content and related industries


The pan-government project K-Expo, now in its second year, is a project that leverages the economic ripple effects[1] of K-content to pioneer overseas markets for content industries and related sectors such as consumer goods. Following the successful first step taken in Vietnam last year, this year’s “K-Expo” in Bangkok, Thailand, will showcase a variety of programs fueled by the fervent enthusiasm for Hallyu (Korean Wave). Notably, 2023 marks the 65th anniversary of the establishment of diplomatic relations between South Korea and Thailand and the Mutual Visit Year (2023–2024), raising expectations for this event to play a pivotal role in expanding exchanges between the two nations.


The event will support the overseas expansion of various products, including K-contents that enjoy global popularity, consumer goods, agricultural and fishery products, and “Brand K[2]” items. Plans include operating one-on-one export consultation meetings between domestic companies and overseas buyers, running exhibitions and experiential halls for content and related industry products, and hosting performances.


 Supporting the creation of local business opportunities for domestic enterprises, operating exhibitions and experience centers for local Hallyu fans, and providing enjoyment through performances


On November 9 (Thur) and 10 (Fri), export consultation meetings will be held at the Centara Grand & Bangkok Convention Centre. A total of 155 domestic companies[3] from various Hallyu-related industries, including content, consumer goods, agricultural and fishery products, beauty and fashion, and “Brand K,” along with 540 purchasing companies[4] from Southeast Asian countries such as Thailand, Vietnam, and Indonesia, will participate in one-on-one export consultations to foster new business opportunities.


A business-to-consumer (B2C) event has also been arranged to promote Hallyu products, including K-content, to local consumers. On November 11 (Sat) and 12 (Sun), an exhibition and experiential hall will be held at the Queen Sirikit National Convention Center. This event will feature showcases across categories, such as games, animation, characters, broadcasting, technological convergence, music, and webtoons. The event aims to expand the experience of K-content among local Hallyu fans in Thailand and secure overseas demand for K-content. Furthermore, various promotional booths, will be operated, including crafts and design, agricultural and fishery products, the bid for the “World EXPO 2030 BUSAN,” and K-tourism.


This year, a convergence hall will be organized, emphasizing collaboration between content and consumer goods companies to showcase products reflecting content intellectual property (IP) designs. This initiative aims to maximize the ripple effects of content and achieve an upward effect among industries. In addition, on November 11 (Sat), performances featuring K-pop singers and local artists[5] promise to provide a richer and more enjoyable experience for the attendees.


The K-Expo plays a pivotal role in expanding the horizons of Hallyu and promoting sustainable growth through interministerial collaboration. The MCST will continue to collaborate with relevant ministries to optimize the substantial ripple effect of K-content, fostering the mutual growth of content and related industries and continuously expanding exports.


[1] K-consumer goods exports increase by USD 180 million for every USD 100 million in content exports (Export-Import Bank of Korea in 2022)

[2] Small business products certified as excellent

[3] Domestic companies expected to participate: (Content) 40 companies, (Agri-food) 30 companies, (Fisheries food) 25 companies, (Beauty and Fashion) 20 companies, (Brand K) 20 companies, (Consumer goods) 20 companies

[4] Overseas purchasing companies expected to participate: (Content) 100 companies, (Agri-food) 70 companies, (Fisheries food) 70 companies, (Beauty and Fashion) 60 companies, (Brand K) 120 companies, (Consumer goods) 120 companies

[5] (Korea) SHINee Key, ONF / (Thailand) Gulf Kanawut, PROXIE, Berry Berry