Lotte Home Shopping held a showcase in Hanoi on April 23 (local time) to support Vietnamese market entry by South Korean small businesses and ran a live-commerce broadcast with a local influencer on site. [Photo=Lotte Home Shopping]
With President Lee Jae-myung on a state visit to Vietnam, Lotte and Shinsegae moved to help South Korean small and midsize companies enter the Vietnamese market, widening overseas sales channels for K-brands.
According to the industry on April 24, the Korea Trade-Investment Promotion Agency, known as KOTRA, held a Korea-Vietnam Business Partnership event the previous day at the National Convention Center in Hanoi. The event, arranged to coincide with Lee’s visit, featured consultations between South Korean companies and Vietnamese buyers, along with product showcases.
Lotte Home Shopping hosted a showcase and export consultations aimed at helping South Korean small businesses expand into Vietnam. Using its home-shopping model, the company produced a mobile live broadcast from the showcase studio in collaboration with a local influencer.
The broadcast featured products from small businesses including Gravity, a functional anti-hair-loss shampoo brand, and Romams, a premium diaper brand. Lotte Home Shopping streamed the program on Southeast Asian e-commerce platform Shopee and TikTok Live, while also selling products in real time. Viewership reached 52,000.
Lotte Home Shopping said on-site meetings with distribution buyers led to talks on placement in local retail channels and export and exclusive distribution agreements.
Chief Executive Kim Jae-gyeom said the company achieved “meaningful results” through the showcase and export consultations in Vietnam and pledged continued support for small businesses’ overseas expansion to strengthen the global competitiveness of K-brands.
Industry Minister Kim Jeong-gwan, right, and Shinsegae CEO Park Joo-hyung tour the Shinsegae Hyper Ground showcase in Hanoi on April 23 (local time). [Photo=Shinsegae]
Shinsegae Department Store focused on supporting exports of K-beauty brands to Vietnam. It opened a “Shinsegae Hyper Ground” showcase at the venue, introducing South Korean beauty brands to local businesspeople and buyers.
Eight K-beauty companies, including Kundal and Ire Recipe, took part. Shinsegae said it selected brands it viewed as competitive in Vietnam, considering local climate, consumer preferences and product functions. Participants also discussed market-entry strategies and the possibility of jointly planning products.
Shinsegae Group’s online fashion platform W Concept also joined, presenting six brands including Botero and Tonywack to promote K-fashion. Industry Minister Kim Jeong-gwan and KOTRA President Kang Kyung-sung visited the venue and toured the showcase with Shinsegae Department Store CEO Park Joo-hyung.
Park said Shinsegae this year will continue supporting competitive small businesses, alongside government assistance, so K-brands can expand into global markets including the United States, Taiwan and Japan.
The Korea-Vietnam Business Forum held in connection with Lee’s state visit drew about 500 people from public institutions and the business community, including 109 companies in the South Korean economic delegation. Attendees included Samsung Electronics Chairman Lee Jae-yong; SK Group Chairman Chey Tae-won, who also heads the Korea Chamber of Commerce and Industry; LG Group Chairman Koo Kwang-mo; Lotte Group Chairman Shin Dong-bin; POSCO Holdings Chairman Jang In-hwa; HD Hyundai Vice Chairman Chung Ki-sun; GS Chairman Huh Tae-soo; and Hyosung Chairman Cho Hyun-joon.
* This article has been translated by AI.
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