ASEAN-Korea Centre hosts 'ASEAN Trade Fair 2024'

The ASEAN-Korea Centre kicked off the four-day "ASEAN Trade Fair 2024" at COEX on Wednesday. This annual event, launched in 2009, has become an important program for the center, facilitating business connections between the 10 ASEAN Member States (AMS) and Korean buyers by showcasing a wide range of food and beverage (F&B) products.

ASEAN Trade Fair 2024 poster / Courtesy of ASEAN-Korea Centre

Building on the momentum from the pre-promotional event called, "ASEAN Pop-up Store – ASEAN Flavor Town," held at the main branch of Lotte Department Store last June, this year's four-day trade fair promises to introduce a variety of new ASEAN F&B products to the Korean market. It will also serve as a platform for business-to-business (B2B) networking, allowing ASEAN companies to establish valuable business partnerships with their Korean counterparts.

The 2024 ASEAN Trade Fair will feature three immersive zones: the F&B Booth Exhibition Zone, the B2B Business Meeting Zone and the ASEAN Pop-up Store Zone.

The F&B Booth Exhibition Zone will display a diverse selection of culinary products from 44 companies across the 10 AMS, including sauces, jams, coffees, cookies, chocolates and dried fruits.

The B2B Business Meeting Zone will provide a space for Korean buyers to connect with ASEAN delegations, fostering potential business collaborations. The ASEAN Pop-up Store Zone will offer the general public the chance to purchase ASEAN products at discounted prices.

Coinciding with the celebration of ASEAN Day on Aug. 8, which marks its 57th anniversary, the trade fair will feature a range of engaging on-site promotions. These activities, including quizzes, a photo booth and a raffle event, aim to raise public awareness and appreciation of ASEAN.

"Since its inception in 2009, the ASEAN Trade Fair has supported competent ASEAN small and medium enterprises in entering the Korean market, thus promoting active trade activities between ASEAN and Korea. This Trade Fair is expected to not only increase public awareness of ASEAN F&B products but also serve as a catalyst for strengthening B2B networks between the private sectors of the two regions," ASEAN-Korea Centre Secretary-General Kim Jae-shin said.