A Korean entrepreneur, third from left, based in Vietnam promotes Korea-made products during Vietnam Expo 2022 in Hanoi, April 13. Korea Times file

By Lee Kyung-min

The government will hold K-EXPO VIETNAM 2022, whereby local small and medium-sized firms will be able to identify hallyu-centered market demands and tailor corresponding promotion strategies for Southeast Asia, five ministries said Wednesday.

Around 250 hallyu-related businesses will be represented at the event including cultural content creators, consumer goods and food manufacturers and smart e-mobility services providers. Over 600 buyers from Vietnam, Indonesia and Thailand will be there. The first part of the event will be held at the JW Marriott Hotel in Hanoi, Vietnam, from Oct .15 to 18.

One-on-one consultations on export strategies will be provided by Vietnamese law firms, followed by network building sessions. The second event will be held at the International Convention Center in Hanoi from Oct. 27 to 28.

The event will be supervised by the Ministry of Culture, Sports and Tourism. Also involved are the Ministry of Trade, Industry and Energy, the Ministry of Agriculture, Food and Rural Affairs, the Ministry of Oceans and Fisheries and the Ministry of SMEs and Startups.

Government-affiliated organizations will join the event including the Korea Creative Content Agency (KOCCA), the Korea Trade-Investment Promotion Agency (KOTRA), the Korea Agro-Fisheries & Food Trade Corp. (aT) and the Korea International Trade Association (KITA).

Event participants will take part in sessions on business-to-consumer (B2C) sales models, mostly on ways to enhance the customer experience.

New content technologies will be showcased in exhibitions promoting hallyu-related products, such as makeup shows, cooking shows and dance competitions.

A number of K-pop entertainers will perform and hold fan meetings. Among them are singer-actress Kim Se-jeong and four-member boy band Winner.

Information on the specifics of the program and schedule is available at www.kexpo2022.com.

"We expect the events to promote the sustainable growth of small and medium-sized market players in Korea," a culture ministry official said. "The government ministries will continue cooperating to help promising local firms expand their presence in Vietnam and beyond."

2022 is the 30th anniversary of diplomatic relations between Korea and Vietnam.