Partner brands of Koasis hold business consultations at the 2026 Hanoi Korean Brand & Entertainment Expo (KBEE) at the National Convention Center in Hanoi, Vietnam, July 2-4 (local time). [Hyundai Home Shopping]
Partner brands of Koasis hold business consultations at the 2026 Hanoi Korean Brand & Entertainment Expo (KBEE) at the National Convention Center in Hanoi, Vietnam, July 2-4 (local time). [Hyundai Home Shopping]

Hyundai Home Shopping said it generated $7.94 million in export consultations at the 2026 Hanoi Korean Brand & Entertainment Expo (KBEE), held July 2-4 (local time) at the National Convention Center in Hanoi, Vietnam.

Fifteen beauty brands carried by Koasis, Hyundai Home Shopping's in-house beauty select shop, took part in the expo. The participation came on the heels of three consecutive Koasis store openings and was aimed at expanding global sales channels for partner brands. More than 200 overseas buyers attended.

Hyundai Home Shopping covered ancillary costs for participating brands and provided dedicated booths. The company also ran local market research sessions and networking programs to help partners achieve tangible results. Han Gwang-yeong, chief executive of Hyundai Home Shopping, said the company would "strengthen tailored support so that competitive small and midsize domestic brands can grow."

Meanwhile, Hyundai Home Shopping has been helping partner companies expand overseas since 2017. Including KBEE, it has supported 144 partner companies entering markets across seven countries — Taiwan, Australia, Thailand, Vietnam, Germany, Japan and the United States. Cumulative export consultation results have reached 99.3 billion won ($65 million).


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