K-culture takes over NY, NJ: Korea Brand Expo draws massive crowds, biz deals

EAST RUTHERFORD, N.J. — The Korea Brand & Entertainment Expo 2025 New York (KBEE) marked another chapter in the global expansion of Korean culture, products and entertainment, highlighting how the popularity of K-culture is increasingly translating into real economic value. Hosted by the Trade Ministry and the state-run Korea Trade-Investment Promotion Agency (KOTRA), the expo, held from Thursday through Saturday (local time) at American Dream in New Jersey, underscored the enduring global popularity of K-culture, also known as "hallyu" or the Korean wave, attracting hundreds of businesses and tens of thousands of visitors throughout the event. It demonstrated that the Korean wave is no longer just a cultural trend, but a significant driver of business and consumer goods, helping sales of everything from agricultural and food products to household goods to cosmetics and fashion. The annual expo, now in its 25th year, serves as a platform for Korean entertainment and business to expand exports in overseas markets and to introduce the country’s small and mid-size companies to local buWeiter zum vollständigen Artikel bei Korea Times Weiter zum vollständigen Artikel bei Korea Times