Our exports are moving toward a new milestone. While semiconductor exports continue to expand, K-consumer goods including food and cosmetics are also expanding their presence in global markets by riding the Hallyu wave. In fact, as of August this year, K-beauty exports reached $9.7 billion, a 31% increase compared to the same period last year, while K-food achieved the remarkable feat of breaking through the $10 billion export mark in just 253 days—the shortest period ever recorded.
However, for SMEs (small and medium-sized enterprises), which make up the majority of exporting companies, developing overseas markets remains a significant challenge. Even with high-quality products, finding suitable buyers is difficult without adequate local market information and networks, and substantial effort is still required to finalize actual transactions. A survey conducted by the Korea Chamber of Commerce and Industry in August targeting 1,090 export companies revealed that 70% of respondents cited "difficulty in identifying overseas trading partners" as their biggest obstacle. Ultimately, the core of export marketing lies in precisely connecting companies with suitable markets and buyers and guiding these connections toward actual transactions.
The Chamber's overseas marketing initiatives also focus on this "connection." First, following events held in Japan, Vietnam, Indonesia, and France during the first half of the year, the Chamber will host the "LA K-Premium Consumer Goods Exhibition" in the United States during the second half. Additionally, at Shanghai's "China International Import Expo," a Korean pavilion for 88 companies will be established, providing opportunities to meet local buyers directly in the world's two largest markets: the U.S. and China.
Inviting competitive overseas buyers to Korea and connecting them with domestic companies is another crucial export marketing approach. The "Korea Grand Sourcing Fair," scheduled to take place at Seoul COEX in November, serves as a prime example. This year marks the 19th edition of the event, which will introduce a new "Buyer Lab" program where buyers can directly evaluate product marketability and provide feedback, going beyond simple export consultations. This will offer companies an excellent opportunity to review their products and marketing strategies from the perspective of overseas markets.
More importantly, these meetings must lead to actual transactions. It is rare for export contracts to be finalized through a single meeting at trade shows or consultation sessions. After initial introductions, continuous communication with buyers and follow-up processes to identify new demand are essential.
To achieve this, the Chamber is strengthening its support system by linking the B2B (business-to-business) platform "tradeKorea" with the buyer marketing specialized organization "Global Matching Center," creating a comprehensive framework that covers buyer identification, matching, and post-transaction management. The goal is to transform offline touchpoints into sustained business relationships through online platforms.
From this perspective, the success of export marketing should be evaluated not merely by the number of participating companies or consultation sessions held, but by whether companies have successfully entered new markets and secured sustainable trading partners. It is crucial to provide systematic support that expands opportunities for companies with quality products and technologies to meet suitable markets and buyers, and to connect these encounters into actual transactions.
Moving forward, the Chamber plans to continue supporting the entire export process by organically linking overseas exhibitions, consultation sessions, digital platforms, and marketing organizations. Finding the markets companies need, matching them with appropriate buyers, and ensuring these connections lead to actual exports—ultimately, the core of export marketing is "connection."
in INDUSTRY
