KOTRA Hosts Korean Product Exhibition in Chengdu for Singles' Day... Hallyu Spreads to the Midwest

Securing a Foothold for Consumer Goods Entry in China's 5 Major Consumer Cities

The Ministry of Trade, Industry and Energy and KOTRA announced that they supported the entry of Korean consumer goods into the Chinese inland market by holding a Korean Product Exhibition in collaboration with Ito Yokado in Chengdu, Sichuan Province, on November 11, China’s largest shopping season known as Guanggun Festival. Ito Yokado is a representative Japanese supermarket chain distribution network in central and western China.

The event was held for a week from the 4th, linking online and offline. Chengdu, with a population of 22 million, is a key commercial city in southwestern China and is recognized as one of the top five consumer markets in China, with consumer goods sales reaching 1 trillion yuan (approximately 194 trillion won) last year.

Local Chinese customers are browsing the special sales area at the Korean product exhibition jointly held by KOTRA and the major western China retail chain Ito Yokado since the 4th. Photo by KOTRA

Chengdu is growing as the digital industry develops and young generations move in, leading to the fusion of consumer goods and service industries. The return of the giant panda Fu Bao, which was popular in Korea this year, to Chengdu also served as an opportunity to increase interest in Korean consumer goods.

Sixty-nine domestic companies participating in this Korean Product Exhibition sold cosmetics, mobile phones, food, and daily necessities at Ito Yokado’s offline stores. Twenty-six companies also entered Ito Yokado’s online direct purchase mall. The event attracted consumer interest by conducting O2O (exhibition experience - online direct purchase mall purchase) promotions of experiential products linked with Douyin, tailored to local trends.

KOTRA Chengdu Trade Center analyzed that demand for well-being products is high, especially among young Chinese consumers. Products stimulating the five senses such as scented soaps, air fresheners, and color cosmetics, as well as nutritious snacks, were popular. Shopping malls located in central Chengdu have been remodeled into specialty stores for animation and character IP products, continuing the popularity of related consumer goods.

Hwang Jae-won, head of KOTRA’s China Regional Headquarters, said, “The influence of Korean Wave consumer goods is stronger in southwestern China than in coastal areas, providing many opportunities for our products to enter the market.” He added, “We plan to support manufacturing cooperation, distribution, and licensing of goods consumer products utilizing excellent content IP in the future.”