KOTRA has launched a K-consumer goods promotion in Hungary as part of its strategy to penetrate the Central European market. The initiative combines K-pop performances with opportunities for local consumers to experience and purchase Korean products, thereby expanding local consumer engagement and distribution channels.
According to industry sources, KOTRA, in collaboration with the South Korean Embassy in Hungary and the Korean Cultural Center, held the '2026 Korea Day' at the Crystal Center in Budapest from June 13 to 14. This year marks the seventh iteration of the event, which attracted over 12,000 visitors over two days.
The event featured a K-consumer goods promotion, consultations for domestic small and medium-sized enterprises, and a K-tech experience zone. Attendees had the chance to directly experience and purchase Korean consumer goods, including cosmetics and food, drawing significant interest from local consumers and buyers.
The growth of Korean consumer goods in the Hungarian market is notable. According to S&P Global, imports of Korean food and cosmetics to Hungary surged by 126% last year compared to the previous year. KOTRA plans to expand the structure of consumer goods entry through collaboration with local distribution networks, focusing on exports, market entry, promotions, and re-exports.
Analysis from the European retail sector indicates that K-beauty and K-food are expanding beyond the K-culture consumer base into the general consumer goods market, leading to increased demand for sourcing Korean products by major drugstores and online retailers.
Seven major retail buyers from Hungary participated in the event. Promotions for Korean products, including functional creams, were held, and products from 20 domestic consumer goods SMEs were showcased. KOTRA supported buyer discovery, product explanations, and consultation linkages on-site.
Seven Korean companies, including Hyundai Motor, Samsung Electronics, and SK On, that have entered the Hungarian market also operated the K-tech experience zone. They highlighted advanced technologies and social contribution activities, showcasing their local contributions and collaborative efforts.
Gergely Karácsony, the Mayor of Budapest, visited the event and stated, "This event goes beyond mere product exchange; it demonstrates how Korean companies entering the market can coexist with the local community. It reaffirmed the value of cultural and cooperative synergy beyond economic collaboration."
Kim Yeon-jae, head of KOTRA's Europe Regional Headquarters, remarked, "The combination of excellent consumer goods from SMEs and the collaborative efforts of large enterprises entering the local market has elevated the K-premium status in Central Europe. We will expand our cooperation with major European distribution networks to support our companies' market entry."
* This article has been translated by AI.
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