CJ, Nongshim, Amorepacific, Coupang, and More Join Forces
Global Promotion Drive Timed with the Summit
Companies Target Leaders with Experiential Marketing
The Asia-Pacific Economic Cooperation (APEC) Summit, which will be held in Gyeongju, North Gyeongsang Province starting October 28, will showcase the best of Korean beauty and cuisine. Leading 'K-brands' that have recently made waves around the world will be on full display to promote the excellence of Korean products. In addition, the heads of major domestic retail companies such as Lotte, Shinsegae, Hyundai Department Store, and Coupang will engage with global leaders.
According to industry sources on October 27, leading figures from Korea’s retail sector, including Lotte Group Chairman Shin Dongbin and Shinsegae Group Chairman Chung Yongjin, will attend the opening ceremony of the APEC CEO Summit and other events. This gathering brings together world leaders and business executives to discuss economic cooperation and sustainable growth, and will run for four days from October 28 to 31. These executives are scheduled to meet with heads of state and business leaders from major countries around the world.
From Lotte Group, key executives such as Kim Sanghyun, Head of Lotte Retail, Lee Youngjun, Head of Lotte Chemical, and Jung Junho, CEO of Lotte Department Store, will participate in major sessions and business networking events at the APEC CEO Summit. Kim Sanghyun will speak at the session on 'Digital Transformation and E-commerce Efficiency,' while Jung Junho will take part in the Retail Future Tech Forum, a side event of the CEO Summit, held at Gyeongju Arts Center on October 28. Jeong Jiyeong, President of Hyundai Department Store, and Heo Seohong, CEO of GS Retail, will also attend the Retail Future Tech Forum.
K-Food Served at the Tables of World Leaders
Food companies have prepared opportunities to introduce Korean flavors to the heads of state and other APEC participants. CJ CheilJedang will provide a total of 20,000 products, including Bibigo Cupbap, Gim Snacks, and Tteokbokki, at the 'K-Food Station' near the International Media Center (IMC) in Gyeongju Bomun Complex. As Bibigo’s flagship products are being developed as global strategic items, the company aims to highlight the competitiveness of K-Food through this sponsorship. Nongshim will sponsor 10,000 units of Shin Ramyeon, in collaboration with the Netflix animation 'K-Pop Demon Hunters,' and will also set up a booth. Buchang Confectionery will showcase traditional walnut snacks and, together with the Ministry of Agriculture, Food and Rural Affairs, will operate a food truck near the media center.
SPC Paris Baguette will supply its 'K-Dessert' line, including the dried persimmon pound cake developed in collaboration with K-Pop Demon Hunters, to the Senior Officials' Meeting and the Foreign Affairs and Trade Ministers' Meeting. hy will provide its fermented milk product 'Helicobacter Project Will' to the Finance Ministers' Meeting and the Structural Reform Ministers' Meeting. SPC will also offer products to attendees at the media center. Lotte Wellfood, Lotte GRS, and Lotte Chilsung Beverage will provide snacks and drinks, while LG Household & Health Care will supply its bottled water brand 'Hwayo Ullim Water' to participants throughout the summit.
OB Beer will participate as the exclusive beer sponsor of the APEC CEO Summit, setting up a booth on the second-floor outdoor lounge of Gyeongju Arts Center and showcasing seven varieties, including Cass Fresh and Cass 0.0. KT&G operated a coffee truck in front of Gyeongju City Hall, serving coffee and Cheong Kwan Jang red ginseng drinks to about 1,000 citizens and public officials. Its subsidiary, KGC Ginseng Corporation, will stock Cheong Kwan Jang products such as 'Everytime' in Gyeongju accommodations.
Showcasing K-Beauty Technology That Wins Over Users at First Try
Cosmetics companies will run a K-Beauty exhibition at Hwangnyongwon in Gyeongju. LG Household & Health Care will introduce the 'Hwanyu' line from its royal court skincare brand The History of Whoo. Amorepacific will operate a booth for hands-on experience with K-Beauty products and will present a makeup show. APR will sponsor its popular beauty device 'Booster Pro' for participants.
Cosmetics manufacturer Cosmax will display 'Hwaryeongju Yeonjigo,' a traditional Joseon Dynasty cosmetic, to emphasize both technological prowess and historical value. CJ Olive Young will offer sample kits, including mask packs and serums, to foreign guests staying at Hanselect Gyeongju Hotel. Among domestic fashion brands, Martine Kim will provide card wallets and canvas bags to participants.
Experiential Marketing Aimed at World Leaders
The domestic retail industry is leveraging this event, attended by key figures from around the world, as a strategic springboard for K-brands to achieve a 'quantum leap' in the global market. Coupang, as an official promotional partner and sponsor of the APEC CEO Summit, has included a message wishing for APEC’s success on 50 million Rocket Delivery packages nationwide. Lotte Department Store is offering food hall discounts and hotel partnership vouchers to foreign customers. Customers who spend more than 50,000 won at the food hall will receive a 5,000 won discount.
Shinsegae Department Store’s Gangnam branch has been operating a pop-up store since October 24, featuring popular Mude products such as the 'Smile of Silla Pouch,' 'Tiger Tray,' 'Celadon Keyring,' and 'Celadon Cup Set,' as well as a limited-edition autumn 'Purple Sweet Potato Walnut Snack Gift Set.'
hy has incorporated the official APEC emblem into its 'Will' packaging and applied the same design to export products and promotional leaflets. Maeil Dairies is running a special promotion to commemorate the appointment of Chef Edward Lee, the ambassador for 'Maeil Soymilk,' as the chef for the APEC Summit banquet. Customers who purchase major products will receive points and health devices. Martine Kim has adjusted the launch timing of new products to coincide with the APEC Summit, selling sponsored products on-site to increase brand exposure.
A retail industry official stated, "This support for the event is not a one-off, but a strategic investment for future overseas expansion and brand premiumization," adding, "Experiential marketing, where global figures can directly interact with products, is the key."
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