Gangwon Province Targets European Market at K-Premium Goods Expo in Paris

On June 18-20, the Gangwon Special Self-Governing Province, in collaboration with the Korea International Trade Association's Gangwon branch, will support six local consumer goods companies in participating in the 2026 Korea Expo in Paris. This strategic initiative is aimed at enhancing market access and expanding export avenues in the European market.

The 2026 Korea Expo in Paris is a significant specialized exhibition held in France, a leading market for Hallyu (Korean Wave) products. Participating companies will showcase diverse offerings, including K-food, K-beauty, K-lifestyle, and K-content to local buyers and consumers. The involvement of these six companies—two in food, three in cosmetics, and one in daily consumer goods—illustrates a robust push to elevate the exposure of local brands.

The presence of Gangwon’s consumer goods companies at this expo not only reinforces their visibility in Europe but also serves as a platform for establishing export channels. During the exhibition, company representatives will engage in export consultations, product promotions, and market research, thereby assessing market opportunities while identifying new partnerships.

This year's event holds additional significance, marking the 140th anniversary of diplomatic relations between South Korea and France, leading to increased cultural and economic exchanges between the nations. As such, the Gangwon Province and the Korea International Trade Association have committed to enhancing the export base for local consumer goods companies and facilitating new export opportunities through comprehensive support mechanisms.

To ensure that participating companies realize substantial outcomes, the Gangwon Province is collaborating with the Gangwon University’s GTEP program. This collaboration provides pre-event support, including buyer identification, online marketing, promotional material production, booth management, translation services, and contract negotiation assistance during the expo. This multifaceted approach not only fosters real-world trade skills among students but also enhances the capacity of local businesses to effectively engage with international buyers.

As a result, the initiative is expected to broaden the horizons for local consumer goods companies in their endeavors to penetrate the European market while promoting a collaborative growth model between universities and regional enterprises.

Kim Man-ho, the Director of the Economic Bureau of Gangwon Province, remarked, “The Paris K-Premium Goods Expo offers a vital platform for Gangwon companies to validate their market viability in Europe and uncover new export opportunities.” He emphasized the importance of providing robust support for local quality consumer goods firms to secure competitive positioning in the global marketplace.