KOTRA Appoints Ambassadors to Showcase K-Beauty at Hanoi Korean Wave Expo

KOTRA announced on June 8 that it has appointed the K-pop groups WINNER and FIFTY FIFTY as ambassadors for the upcoming 2026 Hanoi Korean Wave Expo, set to take place from July 2 to 4 at the National Convention Center. This strategic move signals an intent to enhance the promotion of Korean consumer goods alongside Korean cultural exports, leveraging the immense popularity of Korean Wave in Vietnam.

This year's Korean Wave Expo marks the 16th year of this comprehensive marketing event, held in strategically chosen international locations to foster a circular export structure that integrates culture and industry. By selecting Vietnam—a pivotal market for K-food and K-beauty—KOTRA aims to capitalize on the country's status as a key center for Hallyu, which has been increasingly influential in promoting K-Lifestyle.

The exhibition will feature an extensive B2B consultation along with a B2C showcase, cultural performances, and O2O (Online to Offline) initiatives. Major retail partners such as Musinsa, E-Mart, and Shinsegae will also participate, indicating a collaborative effort to enhance market engagement through a multi-faceted approach that blends retail with cultural events.

Vietnam is projected to become South Korea's third-largest export market by 2025, with exports expected to reach $62.8 billion. The country's demographic dynamics, with a population exceeding 100 million, place it among the top four markets for consumer goods exports worldwide, trailing only the US, China, and Japan. The high consumption ratio of K-products suggests substantial business opportunities for brands looking to expand their footprint in this burgeoning market.

In a survey conducted in 2025 across 30 countries, Vietnam ranked third in popularity for K-cultural content, encompassing food, beauty, music, drama, and movies. Notably, the country holds the top position for K-food and beauty accessibility and ranks second in K-beauty consumption, indicating favorable conditions for Korean brands targeting the local market.

The appointed ambassadors WINNER and FIFTY FIFTY will engage in various promotional activities, including a launch concert, a K-Lifestyle talk concert, fan meet-ups, and philanthropic initiatives, aimed at fostering stronger connections between consumers and Korean brands. WINNER's established fan base, known as INNERS, alongside FIFTY FIFTY's rapid ascent in global charts, positions them as influential figures capable of shaping consumer attitudes towards K-products in Vietnam.

KOTRA President Kang Kyung-sung emphasized the importance of leveraging these prominent Hallyu stars to amplify the marketing impact. Given the recent surge in bilateral visits by national leaders, enhancing business cooperation through the Korean Wave Expo is expected to generate substantial cultural and industrial synergies, marking a significant chapter in the expansion of South Korean products in Vietnam.