The export of Korean food products is transitioning from participation in local food exhibitions to actual distribution network entries. The Ministry of Agriculture, Food and Rural Affairs and the Korea Trade-Investment Promotion Agency (KOTRA) are promoting K-Food export marketing that links exhibitions, distribution network entries, and consumer promotions in Uzbekistan and Chile.
According to KOTRA, the two agencies are collaborating with the local retail chain Korzinka in Uzbekistan to operate a dedicated K-Food corner. In April, 30 domestic food companies participated in the Korean pavilion at the largest local food exhibition, UzFood, where they conducted over 400 export consultations with 98 local buyers. This collaboration with Korzinka has materialized into actual store entries just five months after the exhibition.
This special exhibition features 22 products from nine companies that participated in UzFood, with tastings and promotions taking place at three major stores in Tashkent for a month starting from the 14th. Promotions will also utilize local influencers and Korzinka's social media. Depending on sales responses, additional orders are planned.
Korzinka currently operates over 250 stores across 12 regions in Uzbekistan, suggesting that further expansion could quickly broaden the local consumer reach for domestic food companies.
In Chile, KOTRA will operate a Korean pavilion with 10 domestic food companies at the 'Espacio Food & Service' exhibition in Santiago from the 29th for three days. Last year, over 3,000 visitors attended the Korean pavilion, and 5,000 participated in cooking shows and tasting events. This year, experiential marketing will be expanded.
During the exhibition, 18 cooking shows and tasting events will be held, along with sales through live commerce. KOTRA plans to support the demand for local distribution networks identified during the exhibition to facilitate actual store entries and export contracts.
According to the Ministry of Agriculture, Food and Rural Affairs, K-Food agricultural and food exports reached a record high of $10.41 billion in 2025. Consequently, expanding export bases not only in major markets like the U.S., China, and Japan but also in emerging markets such as Central Asia and Latin America is becoming increasingly important.
A KOTRA official stated, "In Uzbekistan, we plan to link exhibition participation, promotions, and store entries based on our collaboration with Korzinka, while in Chile, we aim to support the expansion of exports to Latin America by identifying local distribution network demands."
* This article has been translated by AI.
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