On May 14–15 in «Crocus Expo» a large-scale exhibition KBEE –Korea Brand & Entertainment Expo 2018 Moscow was held. The exhibition is being held for the 13th time, but it was held in Russia for the first time. In total, five product lines were presented:K-Fashion,K-Beauty, K-Medicine, K-Service and K-merchandising.

Major Korean companies have opened their information platforms at the exhibition. The stands were also opened by popular Koreanfashion brands and ten well-known online platforms, including eBay, Global Gmarket and Wild Berries. Consumer goods and services of small and medium-sized enterprises aroused great interest among Russian consumers.

In addition to getting acquainted with Korean brands and buying the products they liked, guests could participate in master classes on makeup and skin care from leading experts of the beauty industry.

More than 350 leading companies from Russia and CIS countries and 100 leading Korean companies took part in one-on-one negotiations. Negotiations were conducted in the direction of the most promising consumer goods: fashion clothing, cosmetics, household goods, medical tourism and medical services. About 1,500 meetings were held in two days.

It is known that in Russia, which is on the 11th place of the "beauty-countries" rating, it is Korean cosmetics that occupies the leading positions.

The Korean distributor of cosmetics Goshen Korea signed a major contract with the Russian company "Girlfriend" for the export of cosmetics for skin care and shampoos in the amount of $ 30 million at the exhibition.

Korea has paid great attention to the culture of its country. The ambassadors of the event were the stars of the group INFINITE,NCT127 and the actress Ha Ji Won, who have a huge number of fans in Russia. In addition, the Korean Wave Content Experience Zone worked at the exhibition, where you could see popular K-dramas, k-pop music videos and photos of Korean wave stars.

It is very significant for us to hold an exhibition of Korean goods and a concert of Korean stars, where the industrial and cultural spheres unite for the first time, in Moscow, the heart of Russia and in the world-famous cultural center.

Kwon Pyong Oh,Director of KOTRA

Accommodating 7,500 people, the Crocus City Hall, where the concert of Korean stars took place, was filled with fans who actively supported all the speakers, sang along to the artists and chanted words of gratitude in Korean.

Photo: KBEE