K-EXPO, Enjoying Korean Culture On and Off Line

Date Oct 27, 2021

K-EXPO, Enjoying Korean Culture On and Off Line
K-EXPO opens from 1 November and runs until the end of November


The Ministry of Culture, Sports and Tourism (Minister HWANG Hee, MCST) together with five other Ministries[1], and nine public corporations[2], including the Korea Creative Content Agency (President CHO Hyeon-rae, KOCCA) will hold a comprehensive Hallyu event called “K-EXPO” from 1 November (Mon) to 30 (Tuesday) to promote Hallyue (Korean wave) products and meet the overseas fans who had difficult times during the COVID-19 for the past two years.  

“K-EXPO” is an inter-Ministerial collaborative non-face-to-face event that sells Korean products, including cosmetics, food, fashion, household goods as well as cultural contents, which gained worldwide popularity thanks to the recent series “Squid Game”. This online and offline exhibition is a comprehensive Hallyu event supporting and promoting the Korean Wave. In particular, the K-Expo includes ON: Hallyu Festival organized by MCST. ON: Hallyu Festival sums up the theme of comforting people in the new norm of the COVID pandemic. This is to provide hope to fans of Korean culture around the world suffering from the COVID-19 pandemic, along with boosting the need of related industrial companies.

K-EXPO will have an online concert with the AR/VR technology, online business meetings for concerts and related industries, real-time sales event, sales events from retailers at home and abroad, broadcasting Hallyu cultural contents, international conferences and many other interesting events. Starting from the 1st of November, various promotional contents of Korean streaming, featuring cosmetics, food, and fashion will be produced and uploaded to increase access to Hallyu cultural products. In addition, this festival will provide an opportunity for consumers at home and abroad to purchase Hallyu related products in affordable prices to sell in real time via Shopee, Amazon, and Q10 Japan.


Meanwhile, about 564 domestic companies will take part in virtual export meetings. In addition, by utilizing the world's biggest online and offline retailers such as Walmart, Taobao, and Wildberries, Hallyu related products such as consumer goods and food will be promoted.


From 8 November (Mon) to 11 (Thu), the event will be held offline in the COEX Grand Ballroom. During this offline event, approximately 400 domestic companies will take part in video export meetings and various exhibitions are planned to use state-of-the-art technology. Those who want to visit the offline exhibition can reserve via the official website (http://kexpo.kr) and visitors who are on site need to strictly observe the quarantine rule.


On November 6 (Sat), online performances of various genres including K-pop and events for Hallyu fans will be broadcasted live through the world via SBS KPOP YouTube channel and TikTok. Furthermore, to attract more audience, there will be state-of-the-art technology, including augmented reality (AR), virtual reality (VR), and extended reality (XR) for better experience. Korean Pop stars STRAYKIZ, ITZY, THE BOYZ, SHINee Key, HyunA & DAWN, BamBam, P1Harmony, and SECRET NUMBER will perform at the online K-Pop performance. Also, Hip-hop singers Mamison and Wonstein, and Surl also will be on the performing stage.


Minister of Culture, Sports and Tourism HWANG Hee said that the “K-EXPO”, co-organized with related ministries, will become a representative Hallyu event that promotes not only the Korean pop culture that are recently sweeping the world, including “Squid game”, but also the other Hallyu related industries at home and abroad. The K-EXPO will be able to please people who had difficulty due to the COVID-19 for the last two years.

For more information on the K-EXPO, please visit the official website and get the latest update ( http://kexpo.kr).

[1] Ministry of Trade, Industry and Energy, Ministry of Agriculture, Food and rural Affairs, Ministry of Health and Welfare, Ministry of Oceans and Fisheries, Ministry of SMEs and Startups

[2] Korea Trade-Investment Promotion Agency, Korea Agro-Fisheries & Food Trade Corporation, Korea Health Industry Development Institute, Foundation of Korea cosmetic Industry Institute, National Federation of Fisheries Cooperatives, Small & medium Business Distribution Center, Korea International Trade Association