KOTRA Hosts Korean Design Conference at Milan Packaging Exhibition

First Case of Hosting Korean Conference at Exhibition

The Ministry of Trade, Industry and Energy and KOTRA will hold a conference on the theme of 'Korean Design Trends' at the '2024 Milano Packaging Exhibition' held in Milan, Italy, for three days starting from the 21st.

This event is a major luxury packaging exhibition where the Packaging Premi?re for premium products including wine and food, and the Packaging of Perfume and Cosmetics (PCD) are held simultaneously. This is the first time a conference on the Korean beauty and packaging market is held at the Milano Packaging Exhibition.

About 130 people will attend the conference on the 23rd, held jointly with the global exhibition organizer Easyfairs Italy. Three representatives from Korea, including Heo Jeong-won, Executive Director of Amorepacific, and Joo Seol-ah, CEO of Dear Julia, will give speeches. The speakers are expected to attract attention related to the Korean market by introducing the latest design trends leading the K-beauty and packaging market.

Recently, interest in Korean consumer goods including K-beauty has been increasing in Italy as the influence of Korean culture and content grows. This interest is also spreading to the unique and innovative packaging sector.

Hong Jeong-ah, Head of the KOTRA Milan Trade Center, said, "To increase exports of Korean consumer goods, it is necessary to enhance the competitiveness of the products themselves, but packaging that attracts European consumers' purchases is also important," adding, "I hope this event serves as an opportunity to widely promote the competitiveness of Korean consumer goods and the excellence of packaging."