TOKYO: About 20,000 Japanese citizens participated in a Korean Wave exhibition designed to promote South Korean pop culture and consumer goods in Tokyo, officials announced on Sunday.
According to Yonhap News Agency, the exhibition, organized by the Ministry of Trade, Industry and Energy, is part of a broader strategy to increase brand awareness and facilitate the entry of South Korea’s promising consumer goods and services into overseas markets. This initiative taps into the growing global phenomenon known as the Korean Wave, or “hallyu,” which encompasses all aspects of South Korean culture including music, movies, and television dramas.
The event coincides with the 60th anniversary of the normalization of diplomatic relations between Korea and Japan and comes ahead of the Osaka Expo next year. “With these significant events on the horizon, the Hallyu Expo’s launch in Tokyo will serve as a jumpstart to providing support for Korean companies’ Japanese market penetration,” the ministry stated.
The ministry
also highlighted its goals to leverage the exhibition to promote Korean consumer products like food and cosmetics, as well as services, to Japanese buyers. The strategy includes direct communication about the strengths of Korean products to enhance their appeal in the competitive Japanese market.