Korean Wave Boosts K-Food and K-Beauty Exports to Vietnam, Achieving $33 Million in Deals

Domestic consumer goods companies secured $33 million in memorandums of understanding (MOUs) and contracts at a Korean Wave expo in Vietnam. The popularity of K-pop and Korean content has expanded interest in Korean products, including K-food and K-beauty, resulting in more than double the achievements compared to four years ago.

The Ministry of Trade, Industry and Energy and the Ministry of Agriculture, Food and Rural Affairs announced on July 5 that they co-hosted the '2026 Hanoi Korean Wave Expo' and 'ASEAN K-Food Fair' from July 2 to 4 at the National Convention Center in Hanoi.

A total of 107 domestic companies from sectors including food, cosmetics, household goods, and fashion participated, alongside over 280 buyers from Vietnam and Southeast Asia. During the event, 1,512 export consultations were held, with the total value of MOUs and contracts reaching $33 million, more than double the $15 million recorded at the 2022 Hanoi Korean Wave Expo.

This expo focused on connecting interest in Korean Wave content with the purchase of domestic consumer goods and agricultural products. It integrated the existing Korean Wave expo and K-Food Fair, featuring experiential events for local consumers alongside export consultations for buyers.

Vietnam is emerging as a key market for Korean consumer goods exports. Last year, trade between the two countries reached $94.6 billion, making Vietnam South Korea's third-largest trading partner. As of May this year, Vietnam ranked fourth in exports of five promising consumer goods categories—food, cosmetics, pharmaceuticals, household goods, and fashion—behind the United States, China, and Japan.

The young consumer demographic, familiar with Korean Wave content, has become a major purchasing group for Korean food and cosmetics, increasing the likelihood that fandom will translate into consumption of Korean products. The government plans to leverage Vietnam as a key export market and a springboard for domestic consumer goods companies to enter the ASEAN market.

Currently, over 10,000 Korean companies are operating in Vietnam, and the number of Vietnamese residents in South Korea has exceeded 330,000, indicating a growing trend in human and economic exchanges between the two countries.

The event featured various programs linking Korean Wave content with experiences of Korean products. Performances by the groups Winner and Fifty Fifty, K-lifestyle talk shows, and K-beauty experience programs were among the highlights. A newly created kids' zone attracted many family visitors, reflecting the high proportion of young people in the Vietnamese market.

Vietnam is the fourth-largest export destination for Korean agricultural products, establishing itself as a major market for K-food. Last year, exports of agricultural products to Vietnam amounted to approximately $570 million, accounting for 5.5% of total agricultural exports. Exports of fresh produce, including strawberries, have also been on the rise, following ramen, sauces, and beverages.

The ASEAN K-Food Fair emphasized programs that allow participants to directly experience Korean food culture beyond simple product displays. Various interactive programs were showcased, including open kitchen tastings, kimchi-making experiences, and live chef shows.

Particularly, there was significant interest in strategic ASEAN items such as spicy ramen, frozen cup rice, tteokbokki, and ade. A special section for food tech featured 'Han River Ramen' experiences and a 'Global NEXT K-Food Special Hall' aimed at discovering next-generation export foods, showcasing 45 items including sweet rice cakes and cream-filled rice cakes, which received positive responses from local consumers.

Kang Gam-chan, head of the Trade and Investment Bureau at the Ministry of Trade, Industry and Energy, stated, "The Korean Wave is the strongest soft power that captivates consumers worldwide and drives our consumer goods exports. We will closely support the expansion of overseas opportunities for K-food and K-beauty, as well as address on-site challenges such as customs and certification issues."

Jeong Kyung-seok, director of food industry policy at the Ministry of Agriculture, Food and Rural Affairs, remarked, "The ASEAN region accounts for about 18.2% of our total agricultural product exports, making it a key market. We will actively support export companies in expanding into the ASEAN market through information provision, consulting, logistics, and marketing."