KBEE Ho Chi Minh City comes stronger than ever

The Korea Trade & Investment Promotion Agency (KOTRA) held the Korean Brand & Entertainment Expo 2017 (KBEE 2017) at GEM Centre in Ho Chi Minh City this morning, as part of the activities celebrating the 25th anniversary of diplomatic relations between Vietnam and Korea and to promote Vietnamese-Korean friendly relations through cultural and commercial exchanges.

KBEE Ho Chi Minh City will not only be an event for business people, but for anyone interested in Korean culture and music

Being one of the biggest events organised by KOTRA, KBEE aims to promote the Korean wave and products to foreign consumers and businesses. The event was co-organised and supported by the Korean Ministry of Trade, Industry and Energy, the Ministry of Culture, Sports and Tourism, Korea Creative Content Agency, Lotte Homeshopping, Emart, Edutech, and Naver.

KBEE 2017 Ho Chi Minh City saw the participation of 100 Korean companies and 400 foreign enterprises. This event also featured famous celebrities from the two countries, such as Song Ji Hyo, iKON from Korea as the official ambassadors of KBEE 2017 Ho Chi Minh City; SNUPER from Korea and singer Noo Phuoc Thinh as special guests; and KRUNK–the iconic artist from YG as a special ambassador of the programme.

Taking place on November 8-10 at GEM Center, the exhibition consists of four main activities.

The first is business matching. Accordingly, there will be many trade and investment promotion activities between the two countries. Exhibition booths at KBEE will give visitors the opportunity to experience the latest fashion trends from Korea and the Pyeong Chang 2018 Winter Olympics. In addition, visitors can also approach a wide range of Korean products to improve living quality, such as cleaning products, kitchen utensils, and washing machines.

Other activities to promote economic exchange between the two countries are also organised at KBEE, such as Edutech Seminar and a Job Fair.

Korean educational enterprises will introduce the most outstanding products and services, such as education and training services, publishing, franchising, online learning, next-generation education, digital English learning platform, and a variety of other services and training products.

The second is experience. Many experimental programmes will take place with various activities, such as the livestream introduction of Korean products by leading bloggers in Vietnam, a home-shopping show for Korean products, Korean wave make-up demonstration by Korean artists, and a Korean style make-up show. There are also many entertainment activities at KBEE, such as movies, music, games, and virtual reality experience, among others.

The third is K-wave, whereby KBEE ambassadors and famous Korean artists will appear to meet fans and hand out signatures as well as perform and promote Korean products to Vietnamese consumers.

The last is that people will have the opportunity to enjoy K-pop music performances by Korean stars.

In addition, within the framework of KBEE 2017, the Korean Consumer Goods Festival was held at LOTTE Mart in District 7 on November 3-5 and at Emart Go Vap on November 8-12, with many exciting activities, giving the opportunity to experience high-quality Korean products and receive interesting gifts.

"KBEE is one of the biggest events held by KOTRA that aims to promote the Korean Wave and products to foreign consumers and businesses. This exhibition in Ho Chi Minh City is expected to promote cultural exchange and trade co-operation between the two countries,” said president and CEO of KOTRA, Kim Jae Hong.

The first time held in Thailand in 2010, KBEE has been successfully held in many countries around the world, becoming one of the largest events to promote Korean brands and entertainment to global consumers.

By Ha Vy