KOTRA Launches Digital Marketing Initiative for Southeast Asia Export Expansion

The Korea Trade-Investment Promotion Agency (KOTRA) is set to launch its initiative, "2026 Export Market Expansion: Southeast Asia Edition," aimed at digitally supporting companies eager to export to specific regions. This program is scheduled to take place between July and August.

The "Export Market Expansion" initiative combines digital international marketing support, including webinars, one-on-one B2B online consultations, and follow-up assistance through AI trade support centers, into a comprehensive package. After commencing support for companies facing export challenges in the Middle East in June, KOTRA now shifts its focus to Southeast Asia, with plans for future initiatives in China and the CIS regions.

In the first half of this year, exports to ASEAN surged by 53% year-on-year to $88.27 billion, highlighting the region as a key market for South Korean companies diversifying their export portfolios. The Southeast Asia edition of the export market expansion initiative will see participation from 160 domestic companies.

This initiative is particularly timely, aligning with the South Korean President's recent visits to the Philippines, Singapore, and Vietnam, which have fostered cooperative trends and heightened interest in K-consumer goods. Notably, the first half of the year also recorded an 8% increase in consumer goods exports to ASEAN, totaling $3.2 billion, driven by strong performance in sectors such as cosmetics (16%) and baby supplies (13%).

To enhance participants' understanding of the Southeast Asian market and boost tangible export consultation outcomes, KOTRA will implement a multi-faceted digital marketing support system. Prior to video consultations, KOTRA will hold webinars to deepen understanding of regional issues and local policy changes. Additionally, through AI trade support centers located across 20 sites in the country, the agency will assist with product photography and creating digital marketing content. Participating companies will also gain access to the buyKOREA online exhibition hall for ongoing digital marketing efforts targeting overseas buyers.

KOTRA will leverage 11 overseas trade offices in Southeast Asia, including in Vietnam, Singapore, Thailand, and Indonesia, to identify promising buyers and support one-on-one video consultations. Prior to these consultations, KOTRA will provide market analysis reports using generative AI to help companies understand international market trends and develop entry strategies. Follow-up support post-consultation will include email correspondence and sample delivery assistance.

Moreover, this online delegation initiative will enhance support for companies targeting the halal market, which is increasingly important given the ongoing instability in the Middle East. The Southeast Asian Muslim market is emerging as a new halal market that could supplement challenges faced in the Middle East.

KOTRA aims to help South Korean companies capitalize on the upcoming mandatory halal certification in Indonesia, set to take effect in October. Last month, KOTRA published a report outlining strategies for responding to Indonesia's halal certification requirements and entering consumer goods markets. Additionally, it plans to hold two seminars targeting companies interested in entering major halal markets in Southeast Asia, such as Indonesia and Malaysia, to provide practical information. An integrated support system linking market information provision to export marketing is planned through one-on-one video consultations with Southeast Asian buyers.

KOTRA's Southeast Asia and Oceania Regional Head, Ku Bon-kyung, emphasized that the Southeast Asian market is strategic not only due to high interest in K-consumer goods but also new opportunities in the halal market. He stated, "We will actively support companies to respond proactively to the changing market environment."