Ministry of Trade Industry and Resources

Following the Korea-Vietnam summit in April 2026, an economic and cultural exchange event was held in Hanoi, Vietnam, to build on bilateral economic and cultural cooperation and connect global interest in K-content with exports of K-food, K-beauty, and other Korean consumer goods.

 

The Ministry of Trade, Industry and Resources (MOTIR, Minister JK Kim) and the Ministry of Agriculture, Food and Rural Affairs (MAFRA, Minister Song Mi-ryung) co-hosted the 2026 Hanoi Korean Wave Expo (KBEE 2026 Hanoi) and the ASEAN K-Food Fair with the Korea Trade-Investment Promotion Agency (KOTRA, President Kang Kyung-sung) and the Korea Agro-Fisheries & Food Trade Corporation (aT, President Hong Moon-pyo). The events were held from July 2 to 4, 2026, at the National Convention Center (NCC) in Hanoi, Vietnam.

 

The event combined the Korean Wave Expo, which pairs Hallyu performances with hands-on experiences featuring Korean consumer goods to help Korean brands enter overseas markets and build awareness, with the K-Food Fair, which supports overseas expansion for Korean agri-food products. The joint format was designed to help Korean consumer goods and agri-food products enter ASEAN markets.

 

Vietnam is a key ASEAN country and Korea’s third-largest trading partner, with bilateral trade of USD 94.6 billion in 2025. Its consumer market is expanding quickly, supported by a population of 100 million and steady economic growth, while strong local interest in Hallyu has made it Korea’s fourth-largest consumer goods export market as of May 2026.

 

Vietnam is also Korea’s largest investment destination in ASEAN, with more than 10,000 Korean companies operating in the country. More than 330,000 Vietnamese nationals live in Korea, reflecting active people-to-people exchanges, and recent reciprocal leader-level visits and other high-level exchanges have continued to expand cultural and economic cooperation.

 

The fair brought together 107 Korean companies in food, cosmetics, household goods, and fashion, along with about 280 buyers from Vietnam and other Southeast Asian markets. A total of 1,512 business consultations were held, resulting in MOUs and contracts worth USD 33 million, more than double the $15 million recorded at the Hanoi Korean Wave Expo in 2022.

 

To raise local consumer interest and demand for Korean products, the event featured K-pop performances by WINNER and FIFTY FIFTY, a K-lifestyle talk show, and K-beauty experience programs. The newly introduced Kids Zone, designed for Vietnam’s young population and large youth consumer base, drew a strong response from local families.

 

Vietnam is Korea’s fourth-largest K-food export market and a key strategic market for Korean agri-food exports. In 2025, Korea’s K-food exports to Vietnam totaled about $570 million, accounting for around 5.5 percent of Korea’s total agri-food exports. Local consumer interest in and demand for K-food continue to grow, supported by rising exports of ramyeon, sauces, beverages, and fresh produce such as strawberries.

 

The ASEAN K-Food Fair went beyond a product showcase, giving local consumers a firsthand experience of Korean food culture and lifestyle through open-kitchen tastings, kimchi-making sessions, and live chef shows. These hands-on programs offered visitors a sensory experience of the taste and culture of K-food.

 

Among the priority K-food categories for ASEAN markets, spicy ramyeon and frozen cup-bap drew strong interest as street food items, while tteokbokki and ade-style beverages stood out among halal products. Visitors also responded well to the Food Tech Pavilion’s Hangang Ramyeon experience and to 45 products at the Global NEXT K-Food Pavilion, including 10-won coin bread and cream chapssaltteok, presented as potential hit products following K-ramyeon’s success.

 

One Korean company participating in the event said, “The Korean Wave Expo will help raise awareness of our brand and expand our market reach in Vietnam.”

 

“Hallyu is a powerful soft-power asset that engages consumers around the world and drives Korea’s consumer goods exports,” said Kang Gam-chan, Deputy Minister for International Trade and Investment at MOTIR. “MOTIR will link Hallyu with consumer goods to expand overseas opportunities for Korean products, including K-food and K-beauty, while supporting companies on customs clearance, certification, and other on-the-ground difficulties to add momentum to Korea’s exports.”

 

“ASEAN is a key market, accounting for about 18.2 percent of Korea’s total agri-food exports,” said Jeong Kyung-seok, Director General of the Food Industry Policy Bureau at MAFRA. “Building on the strong interest from Vietnamese consumers and buyers and meaningful outcomes from the fair, MAFRA will continue to help Korean agri-food exporters expand into ASEAN markets through information services, consulting, logistics, and marketing.”

MOTIR and MAFRA will continue to expand export marketing programs that draw on Hallyu to help Korean companies diversify their export markets and enter emerging markets.