The Korea Trade-Investment Promotion Agency (KOTRA) has launched the "2026 K-Goods Comprehensive Promotion Week" in Vietnam, running from September 16. This initiative, held at Park Mall in Ho Chi Minh City, combines offline experiences and sales, followed by an online promotion in collaboration with Southeast Asia’s leading e-commerce platform, Shopee, in October.
As Vietnam's consumer and e-commerce markets rapidly grow, the avenues for local consumers to encounter K-goods are expanding. The event aims to accelerate the expansion of K-goods in the Vietnamese market, leveraging KOTRA's continuous support from market testing to distribution network entry.
According to Vietnam's statistical office, retail sales and service revenue are projected to grow by 9.2% year-on-year by 2025. The increase in exports of essential K-goods has also been significant. Over the past three years, from 2023 to 2025, the average annual growth rate of exports to Vietnam for specific items includes a 43.2% increase in plastic household goods, a 19.1% rise in ramen, and a 12.5% increase in color cosmetics.
Vietnamese consumers are quickly shifting towards a digital-centric shopping paradigm. E-commerce transaction values in Vietnam are expected to rise by 34.8% compared to the previous year, with Shopee and TikTok Shop accounting for approximately 97% of the market. This shift emphasizes a smart consumption trend where consumers touch products in-store, verify reviews, and compare prices online before making purchases. Integrating online and offline marketing strategies is emerging as a key initiative for market penetration.
The event sees participation from 80 companies, including 48 local businesses with limited international experience and 10 export beginners, aiming to break into the Vietnamese market. Participating companies sold products through local vendors and validated market responsiveness via on-site test marketing. KOTRA plans to facilitate actual export outcomes through buyer matching, product discovery, and ongoing support for entries into local distribution networks.
A diverse array of K-goods, including K-food, beauty products, and household goods, participated in this comprehensive festival. Activities included a major sampling event linked to KOTRA's flagship food exhibition, “Seoul Food (SF To-Go Ho Chi Minh),” alongside live commerce and special programs showcasing Korean Chuseok traditions and K-pop performances, captivating local visitors.
KOTRA is set to continue the momentum of the offline event by organizing an online promotion from October 3 to 5 in cooperation with Shopee Vietnam and the Korea Chamber of Commerce and Industry in Vietnam (KOCHAM). A total of 87 companies, including both local market entrants and export beginners, will benefit from promotional strategies like main screen exposure and daily flash sales on Shopee. Significantly, Shopee Vietnam will provide exclusive discount vouchers to enhance conversion rates.
According to KOTRA's Regional Director for Southeast Asia and Oceania, Kwon Byung-kyung, the trend in Vietnam is moving beyond simple price comparisons to an emphasis on experiencing product value before making smart online purchases. He highlighted that this integrated promotion is a stepping stone for K-goods companies to validate their market potential in Vietnam and successfully establish themselves within local distribution frameworks.
