KOTRA Supports Middle East Entry of K-Consumer Goods Linked to Dubai Expo

Korea Agro-Fisheries & Food Trade Corporation aT Hosts 'K-Lifestyle in Middle East'

Yang Gi-mo, Head of KOTRA Middle East Regional Office (second from left), is delivering a K-Beauty box to the Korean Wave Club in the United Arab Emirates.
[Photo by KOTRA]

[Asia Economy Reporter Kim Heung-soon] KOTRA announced on the 5th that it held the representative consumer goods event 'K-Lifestyle in Middle East' in collaboration with the Korea Agro-Fisheries & Food Trade Corporation (aT) over two days starting from the 2nd in Dubai to support the entry of K-consumer goods into the Middle East.

This event was held as an online-offline hybrid event linked to the Dubai Expo, which opened on the 1st of this month, with participation from 150 Middle Eastern buyers from countries including the United Arab Emirates, Turkey, Jordan, and Kuwait, and 70 domestic companies in the beauty, food, and innovative consumer goods sectors.

Through this event, KOTRA promoted ▲online and offline consultation meetings ▲K-Studio live broadcasts ▲O2O (online-to-offline) promotional sales to help Korean companies enter the Middle East and Africa with Dubai as their base.

Additionally, to support domestic companies facing difficulties in overseas business trips due to COVID-19, local experts were recruited to conduct 428 proxy consultations at offline consultation meetings. Buyers who showed interest in importing Korean products were invited to one-on-one online consultations continuing until the 21st to support domestic companies in achieving results.

At the linked event, the K-Studio live broadcast featured 24 influencers selected as 'Middle East K-Beauty Ambassadors,' who participated in various programs such as the K-Beauty conference promoting Korean cosmetics companies, makeup shows, and individual broadcasts.

The O2O promotional sales included participation from 'Sharaf DG,' the largest electronics retail network in the United Arab Emirates, and 'Jam,' a Hallyu-specialized online platform. They exhibited products from 52 domestic beauty and innovative consumer goods companies listed on their online and offline distribution channels and sold them online, leading the promotion of K-consumer goods.

Kim Sang-mook, Head of KOTRA's Innovation Growth Division, said, "This event, held amid the Hallyu wave and the globally spotlighted Dubai Expo, was an opportunity to further promote K-consumer goods," adding, "We will actively support the promotion of our consumer goods products combined with Hallyu in the Middle East region."