10 companies sign 12 export deals worth $1.42 million
Seaweed, abalone, gochujang, yuzu tea and cosmetics showcase K-food and K-beauty competitiveness
South Jeolla Province announced that 10 regional export companies signed a combined 12 export agreements worth $1.42 million at the 2026 Vietnam International Premium Consumer Goods Expo — also known as Vietnam K-EXPO — held recently in Ho Chi Minh City, signaling a promising push into the Southeast Asian market.
Provincial officials said the results were significant in confirming the competitiveness of South Jeolla's agricultural, fishery and food products, as well as its cosmetics, in the Vietnamese market. The province supported participating companies with trade fair access, on-site buyer consultations, product promotion and export agreement facilitation to help them expand overseas sales channels.
Companies at the fair showcased South Jeolla's signature agricultural and fishery products — including dried seaweed, abalone, gochujang, yuzu tea and pear juice — alongside skincare products and sheet masks. Product tastings, hands-on demonstrations and one-on-one export consultations drew strong interest from local buyers on the show floor.
Health beverages such as yuzu tea and pear juice drew particularly positive responses, resonating with Vietnamese consumer trends that favor health-conscious and convenient options. Signature South Jeolla foods including dried seaweed, abalone and gochujang also received high marks from local distributors and buyers for their export potential.
South Jeolla-made cosmetics also attracted attention, riding strong local enthusiasm for K-beauty. Skincare products and sheet masks won over visitors and buyers with their quality and competitive pricing, raising the prospect of new business relationships.
The province views Vietnam — with a population of 100 million — as a key gateway to the broader Southeast Asian market. Vietnam's large young consumer base and strong appetite for K-food and K-beauty make it one of the most promising markets for South Jeolla consumer goods companies looking to grow their exports.
The expo gave South Jeolla companies a direct window into Vietnamese consumer trends and local demand, while also helping them broaden their buyer networks. The province plans to strengthen follow-up support — including additional consultations, logistics assistance and marketing — to help convert the signed agreements into actual exports.
"The results at Vietnam K-EXPO show that South Jeolla's agricultural, fishery and food products and cosmetics are fully competitive in the Southeast Asian market," said Shin Hyeon-gon, the province's director of international cooperation. "We will continue to expand export support projects — including overseas trade fairs, market development missions and buyer outreach — to actively back South Jeolla companies as they enter global markets."
To strengthen the export competitiveness of local small and medium-sized enterprises, South Jeolla Province is running a range of tailored support programs covering each stage of the export process, including overseas trade fair participation, market development missions, export logistics cost support and overseas buyer outreach.
kkm9971@heraldcorp.com
