Korean brand, entertainment expo strengthens business ties with Việt Nam

Korean brand, entertainment expo strengthens business ties with Việt Nam

Korean brands showcased consumer products, education technology and cultural experiences at KBEE Hanoi 2026, as businesses from both countries sought new partnerships and opportunities to expand bilateral trade.

A highlight of this year’s event was the KIDS Zone, a dedicated area for children and families featuring Korean businesses in educational technology, fashion, nutrition and cosmetics. — Photo courtesy of KOTRA Hanoi

The Korea Brand & Entertainment Expo (KBEE) 2026, held alongside the ASEAN-Korea Food Fair, attracted more than 20,000 visitors and created new opportunities for Korean consumer brands to expand their presence in Việt Nam.

Organised by the Korea Trade-Investment Promotion Agency (KOTRA), the three-day event took place from July 2 to 4 at the National Convention Centre in Hà Nội, combining business matching activities with cultural and consumer experiences.

The exhibition featured both business-to-business (B2B) and business-to-consumer (B2C) activities, helping Korean companies promote their products directly to Vietnamese consumers while seeking potential partnerships with local firms.

A highlight of this year’s event was the KIDS Zone, a dedicated area for children and families featuring Korean businesses in educational technology, fashion, nutrition and cosmetics.

The zone offered interactive activities including clay art, colouring, augmented reality (AR) safari experiences, kinetic sand modelling, role-playing games and learning activities using digital technologies such as AR, virtual reality (VR), extended reality (XR) and artificial intelligence (AI).

Entertainment programmes including balloon art, bubble performances, magic shows and interactive games were also held throughout the event.

Kim Sang-su, head of international marketing at Korean company Bogeun, said the company aimed to introduce high-quality Korean educational products using advanced technologies to the Vietnamese market.

“Our company develops educational products for children based on technologies such as AR, VR and AI. We hope to contribute to the development of Việt Nam’s education sector through innovative Korean solutions,” he said.

More than 200 consumer surveys were conducted at the KIDS Zone, providing Korean businesses with insights into customer demand, product acceptance and market preferences as they prepare expansion strategies in Việt Nam.

KOTRA said KBEE Hanoi 2026 reflected growing demand for Korean products and culture in Việt Nam, while strengthening trade and investment connections between the two countries.

The agency said it would continue supporting businesses from both sides as the two countries work towards increasing bilateral trade turnover to US$100 billion in 2026 and $150 billion by 2030. 

Bizhub