As the influence of Hallyu—driven by K-pop, K-beauty, and K-food—continues to spread beyond Asia into Latin America and Africa, a large-scale Hallyu expo was held in Malaysia, widely regarded as both a heartland of Hallyu and a strategic hub of the ASEAN market.
The Ministry of Trade, Industry and Energy (MOTIE) and the Korea Trade-Investment Promotion Agency (KOTRA), led by President and CEO Kang Kyung-sung, hosted the Korea Expo Kuala Lumpur from December 11 for three days at the Sunway Pyramid Convention Centre (SPCC) in Kuala Lumpur, Malaysia. The event attracted more than 300 companies from Korea and abroad, along with approximately 20,000 visitors.
ASEAN, together with Greater China, is considered one of the most receptive regions to Hallyu. ASEAN countries continue to rank at the top in terms of Hallyu acceptance. In the four major consumer goods categories—cosmetics, food, household goods, and fashion apparel—ASEAN has emerged as Korea’s third-largest export market, following China and the United States. In addition, the top three countries for K-content consumption are all located in ASEAN.
According to 2024 export figures for the four major consumer goods sectors, China ranked first with USD 6.23 billion, followed by the United States with USD 6.06 billion, ASEAN with USD 5.53 billion, and Japan with USD 3.65 billion. The 2025 Overseas Hallyu Survey, conducted by the Ministry of Culture, Sports and Tourism and the Korea Foundation for International Cultural Exchange (KOFICE), also found that among 28 surveyed countries, the top three in K-content consumption were all ASEAN nations—Indonesia, Vietnam, and Malaysia.
Through this expo, KOTRA aims to expand across the ASEAN region a “virtuous cycle” that links Hallyu content with K-consumer goods, reinforcing the connection between culture and industry. The event brought together Korean and ASEAN companies, distribution networks, online platforms, Hallyu stars, influencers, and related institutions.
ASEAN is a core market within the Global South, where consumer-structure changes driven by urbanization, population aging, and the rise of nuclear families are becoming increasingly pronounced. Analysts note that these trends align closely with the symbolic strengths of K-consumer goods—premium quality, trust, and well-being—creating a favorable environment for the joint expansion of Hallyu and Korean consumer products.
Malaysia, in particular, ranks third among 26 major surveyed countries in terms of K-content consumption, following Indonesia and Vietnam. As of 2024, Korea’s exports of K-beauty products to Malaysia reached USD 65 million, placing the country third among ASEAN markets after Vietnam and Thailand. Malaysia’s relatively advanced distribution and logistics infrastructure, high income levels, and large youth population are also cited as key advantages.
The conclusion of negotiations for the Korea–Malaysia Free Trade Agreement (FTA) on October 26 further strengthens Malaysia’s position. As one of the few Muslim-majority countries in ASEAN with a well-established halal certification and management system, Malaysia is seen as a potential hub for so-called “Hal-lyu”—the convergence of halal markets and Hallyu—extending reach into the Middle East.
The expo was organized as a comprehensive marketing platform centered on B2B export consultations and a B2C showcase, complemented by K-pop performances, talk shows, fan signing events, experiential programs, and charity activities.
B2B Export Consultations: Linking ASEAN Consumer Trends with Hallyu Branding
The two-day B2B export consultation program brought together 102 Korean companies from the four major consumer goods sectors—cosmetics, food, household goods, and fashion apparel. These firms conducted one-on-one export consultations with more than 200 buyers from Malaysia and other ASEAN countries, based on materials exchanged in advance.
As interest in Hallyu and K-consumer goods continues to grow, buyers showed strong purchasing inquiries, reflecting how ASEAN consumer trends align with the “premium, trust, and well-being” image associated with Korean products. In addition to beauty, food, and lifestyle zones, the venue featured dedicated FTA Utilization Support Pavilions and K-Halal Pavilions.
The Korea Cosmetic Industry Institute and the Korea Fashion Association supported company recruitment and consultations. Major buyers—including Guardian, Malaysia’s largest health and beauty drugstore chain, and Box World, a leading food distributor—participated in large numbers. As a result, approximately 1,500 consultations were conducted on site, leading to export contracts and memoranda of understanding (MOUs) worth about USD 8.6 million.
One local buyer considering food imports said, “In Malaysia, K-consumer goods have already become deeply embedded in daily life and are recognized as symbols of a trendy lifestyle. Celebrating birthdays at Korean-style restaurants while listening to K-pop, and enjoying Korean food at Korean-style convenience stores, has become increasingly common.” The buyer added that it was “particularly impressive that many participating companies were well prepared with halal-certified products.”
A KOTRA official noted, “For small and medium-sized enterprises, Hallyu expos offer an opportunity to conduct culture-integrated marketing at relatively low cost. Buyers also tend to gain confidence to move toward actual purchases after directly experiencing the popularity of Hallyu and K-consumer goods on site.”
B2C Showcase: Strengthening the Culture–Industry Link Through Experiential Marketing
On December 13, the B2C showcase held at the convention center inside the Sunway Pyramid mega-mall featured a wide range of programs that allowed local consumers to experience K-consumer goods and Hallyu culture firsthand.
Participants included Shopee, Southeast Asia’s largest e-commerce platform; Deliverd Korea; and Fix, a major local beauty distribution network. Visitors were able to try products directly—applying, tasting, and wearing them—take photos with stars using hologram technology, and make on-site purchases through reverse direct-to-consumer channels. Booths operated by CU, CJ, and Amorepacific, all of which have entered the Malaysian market, also drew steady crowds.
Hallyu Performances and Linked Events: A Multifaceted Program Spanning Entertainment and CSR
The expo’s promotional ambassadors included actress Mun Ka-young and K-pop groups xikers and NEXZ, who led performances, talk concerts, fan signing events, and charity activities, energizing the venue. During K-consumer goods talk sessions, the artists also introduced cosmetics, fashion items, and foods they personally use.
Immersive Hallyu experience zones—featuring photo areas, K-pop idol costume and makeup experiences, hanbok trials, makeup shows, and cooking demonstrations—were particularly popular among local visitors. At a CSR donation ceremony jointly organized by ambassadors, fans, and participating companies, T-shirts personally signed by the ambassadors were sold, with proceeds donated to the Jeffrey Cheah Foundation, a Malaysian youth scholarship organization.
KOTRA President and CEO Kang Kyung-sung said, “ASEAN is both a heartland of Hallyu and a central pillar of the Global South, and it has emerged this year as a key region for export diversification. By leveraging the expansion of Hallyu, we will strengthen overseas expansion across K-consumer goods, content, and distribution, helping Korea evolve from a manufacturing powerhouse into a global leader in culture and consumer goods.”
In Korea’s K-consumer goods exports, food surpassed USD 10 billion in 2021, while cosmetics exceeded USD 10 billion in 2024. Exports of pharmaceuticals and cultural content are also expected to exceed USD 10 billion for the first time this year, and K-fashion continues to gain visibility in overseas markets, including Japan.
Looking ahead, KOTRA plans to further reinforce the Hallyu–K-consumer goods virtuous cycle by hosting and participating in major international exhibitions in food and beauty, strengthening partnerships with global and locally specialized distribution networks, expanding post-entry marketing support, enhancing logistics assistance through shared logistics centers and freight discounts, and increasing support for overseas certification acquisition through export vouchers.
