'2026 ASEAN Panorama' brings Southeast Asia to Seoul

ASEAN-Korea Centre's Secretary General Kim Jae-shin, center, poses with Association of Southeast Asian Nations (ASEAN) Ambassadors to Korea and Bureau of International Trade Relations of the Ministry of Trade, Industry and Resources Director General Bae Jun-hyoung, sixth from right, at the opening ceremony of “2026 ASEAN Panorama,” at the ASEAN Hall in central Seoul, May 7. Courtesy of ASEAN-Korea Centre

Poster image of “2026 ASEAN Panorama" / Courtesy of ASEAN-Korea Centre

The ASEAN-Korea Centre (AKC) has launched the “2026 ASEAN Panorama,” marking the start of a five-month rotating exhibition showcasing products and industries from ASEAN Member States.

Running through Sept. 30, the program brings together 10 Association of Southeast Asian Nations (ASEAN) member states in pairs each month, highlighting a diverse range of sectors including food and beverages, halal lifestyle products, fashion, accessories, books and creative industries.

Held under the theme “Bigger, Bolder, Broader: The New ASEAN in Every Detail,” the exhibition, launched at the ASEAN Hall in the Korea Press Center in central Seoul on May 7, is an expanded version of AKC’s annual ASEAN Trade Fair series, which has been organized since 2014.

In his opening remarks, AKC Secretary General Kim Jae-shin said the exhibition seeks to “connect the dots” at a time when awareness of ASEAN markets remains fragmented across industries and countries, hoping to present diverse elements of the member states into a unified and engaging visual and narrative experience.

“‘Bigger’ reflects the continued growth of ASEAN, especially with the inclusion of our newest ASEAN member state, Timor-Leste. ‘Bolder’ highlights our commitment to featuring two ASEAN countries each month, while ‘Broader’ signifies ASEAN Panorama’s role in presenting both a comprehensive view of the ASEAN market and the shared foundations that unite the region,” Kim said.

“Marking the launch of this program, we begin in May with Brunei Darussalam and Indonesia. In total, the exhibition will showcase 108 products from 21 companies across the food and beverage and fashion sectors.”

In June, the exhibition will feature Cambodia and Malaysia, followed by Lao PDR and the Philippines in July. August will highlight Myanmar and Thailand with the program ending with Singapore and Vietnam in September.

The newest ASEAN member, Timor-Leste, is planning a separate promotional session to introduce the country at the event.

ASEAN-Korea Centre's Secretary General Kim Jae-shin, third from right, views exhibited items alongside Brunei's ambassador to Korea Pengiran Hajah Nooriyah binti Pengiran Haji Yussof, first from right, during the opening ceremony of “2026 ASEAN Panorama,” held at the ASEAN Hall in Seoul, May 7. Courtesy of ASEAN-Korea Centre

To help visitors learn more about the exhibited items or connect with participating companies, dedicated brochures and QR codes offering easy access to information on ASEAN businesses will be provided.

Beyond product exhibitions, the AKC is positioning it as a practical business-to-business networking platform connecting ASEAN companies with Korean buyers and institutions. Participating companies will join tailored programs including business seminars, one-on-one buyer consultations and visits to Korean industrial sites.

In collaboration with the ASEAN-Korea Financial Cooperation Center in Jakarta, Indonesia, the exhibition also features financial advisory sessions addressing key challenges for foreign companies entering the Korean market, such as remittance, corporate establishment, investment attraction, distribution and more. Tailored one-on-one consultations will be available from experts at Shinhan Bank, Korea Technology Finance Corporation, BlissVine Ventures and local tax firms.

Throughout the exhibition period, a variety of online and offline events will be held to encourage public participation. For instance, frequent visitors can enjoy higher chances of winning an ASEAN travel voucher worth 1 million ($679). T'way Air is joining as a partner, offering discount coupons for major Southeast Asian routes from opening day until supplies last.