Ministry of Trade Industry and Resources

The Ministry of Trade, Industry and Resources (MOTIR, Minister Kim Jung-kwan) and the Korea Trade-Investment Promotion Agency (KOTRA, President and CEO Kang Kyung Sung) held the “Korea Brand & Entertainment Expo (KBEE) 2025 NEW YORK” from November 6 to 8 at the American Dream Mall in New Jersey.

Now in its 25th edition, the KBEE leverages the growing global popularity of the Korean Wave to promote Korea's promising consumer goods and services, support their entry into overseas markets, and enhance brand recognition. This year’s edition—the first-ever KBEE held in North America—was designed to expand the global reach of K-consumer goods and provide small and medium-sized enterprises (SMEs) with more opportunities to engage directly with local consumers and buyers by linking K-culture and lifestyle products.

The KBEE 2025 NEW YORK brought together 335 companies from Korea and abroad and attracted approximately 20,000 visitors over three days. About 100 Korean companies specializing in premium consumer goods—including K-beauty, food, and fashion—held export consultations with 235 buyers from North America and Latin America.

The opening ceremony was attended by Lee Sang-ho, Acting Consul General of the Republic of Korea in New York, and KOTRA President Kang Kyung Sung. The event featured celebratory performances and fan events with Hallyu ambassadors Ha Ji-won, Taemin, and Hwasa, further heightening the excitement.
With K-content’s soaring popularity in the United States, demand for K-consumer goods continues to grow rapidly. In 2024, K-beauty ranked first among imported cosmetics in the United States, while exports of K-food—led by products such as ramen and dried seaweed—increased by an annual average of 10 percent over the past decade, establishing a strong foothold in the local market.

MOTIR strategically leveraged the KBEE to support the overseas expansion of various Korean consumer goods and content, including K-food, K-beauty, and K-merchandise. To expand retail entry and sales, the ministry also organized O2O-based showcases in collaboration with major local distribution networks. In addition, MOTIR plans to hold another KBEE in Kuala Lumpur, Malaysia, in December to further diversify export markets for K-consumer goods.

A MOTIR official stated, “The export strategy connecting K-culture and K-consumer goods in North America has created meaningful momentum for SMEs seeking to expand overseas. We will continue to diversify export markets through events such as the New York and upcoming Malaysia KBEEs, and strengthen policy support to help K-consumer goods grow into global brands.”