First Korean product pavilion at Hangzhou Global Digital Trade Expo

60 companies in food, cosmetics and lifestyle products on display

Alibaba and Tmall Global partnerships to expand market access

KOTRA's headquarters in Yangjae, Seoul [KOTRA]
KOTRA's headquarters in Yangjae, Seoul [KOTRA]

Sixty South Korean food, cosmetics and lifestyle companies are making a coordinated push into China's e-commerce market. Korea Trade-Investment Promotion Agency has teamed up with Alibaba Group to broaden its support for Korean firms — from identifying promising products to securing listings on Tmall Global and running local marketing campaigns.

KOTRA, together with the Consulate General of the Republic of Korea in Shanghai, operated a Korean product pavilion called the "K-Premium Showcase" at the 2026 Global Digital Trade Expo in Hangzhou, which ran from Wednesday through Sunday.

It marked the first time a dedicated Korean product pavilion had been set up at the fair. Hangzhou is China's leading e-commerce hub, home to Alibaba and a cluster of major digital commerce companies.

The pavilion displayed products from 60 domestic companies spanning food, cosmetics and lifestyle goods. KOTRA handled product displays and buyer consultations on behalf of the participating firms, which did not need to staff the booth themselves.

Beyond the physical exhibition, KOTRA also ran promotions on Chinese social media, organized influencer live-commerce broadcasts and helped companies list their products on online platforms.

KOTRA used the expo as an opportunity to sign a memorandum of understanding with Alibaba Group. The two sides agreed to use Chinese consumer data to identify high-potential Korean products and to expand listings on Tmall Global, Alibaba's dedicated platform for overseas brands.

The partnership will also include operating a dedicated K-brand storefront and running joint marketing campaigns. Support for South Korean companies navigating intellectual property issues and product certification and regulation requirements in the Chinese cross-border e-commerce process was also included in the scope of cooperation.

Eric Pelletier, Alibaba Group's vice president for global affairs, said the MOU with KOTRA would allow Korean consumer goods to tap new growth opportunities in the Chinese market by leveraging Alibaba's digital trade ecosystem.

KOTRA is also deepening ties with local e-commerce industry groups. It will share information on Korea-China e-commerce developments with the Hangzhou E-Commerce Association and pursue joint events and policy cooperation.

KOTRA also signed an MOU with online marketing firm Chenxin Global to expand promotional activities and live-commerce for Korean products. During the expo, KOTRA held a separate event for 250 member companies of the Hangzhou E-Commerce Association to introduce Korean consumer goods and explore avenues for Korea-China e-commerce cooperation.

Live-commerce broadcasts brought Korean products directly to Chinese consumers. Two influencers visited the Korean pavilion to showcase the products: "Kejizhikaoyu," who has about 1.19 million followers on Xiaohongshu, and "Huihui," who has about 2.09 million followers on Douyin. Product review content was also produced using a local influencer experience group.

Choi Jae-ha, deputy consul general at the Consulate General of the Republic of Korea in Shanghai, said he hoped the MOU between KOTRA and Alibaba Group would strengthen the foundation for Korean consumer goods to enter the Chinese market, adding that the consulate would actively support efforts to generate tangible results.

Jang Sang-hae, head of KOTRA's China regional headquarters, said the agency would expand cooperation with local platforms and retail networks to connect promising K-consumer goods from discovery all the way through to actual sales, and would do its best to provide follow-up support so that online exposure from the event translates into export results.

Meanwhile, KOTRA is also stepping up its push into Latin American consumer markets. The agency plans to hold the 2026 Mexico City Korean Excellent Products Fair at the World Trade Center Mexico City on Thursday and Friday, supporting export consultations between about 50 South Korean consumer goods companies and around 100 Latin American buyers.


kwater@heraldcorp.com