The Korea Trade-Investment Promotion Agency (KOTRA) announced on August 4 that it is launching the "2026 Export Market Expansion – Southeast Asia" initiative to comprehensively support domestic companies entering the Southeast Asian market.
Following the Middle East initiative launched in June, the Southeast Asia program will involve 160 domestic companies. It includes a digital overseas marketing package that combines webinars, one-on-one online business-to-business (B2B) consultations, and follow-up support from AI trade support centers.
In the first half of this year, exports to ASEAN countries surged 53% year-on-year to $88.27 billion (approximately 126.3 trillion won), making it the third-largest export region after China and the United States. Exports of consumer goods, particularly cosmetics and baby products, reached $3.2 billion, an 8% increase.
KOTRA is implementing a multi-faceted support system to convert the heightened demand for K-branded consumer goods in Southeast Asia, spurred by the president's recent visit, into actual exports. The agency will assist with product photography and marketing content creation through 20 AI trade support centers nationwide, as well as provide access to the buyKOREA online exhibition and generative AI-based market analysis reports.
Further support will include buyer discovery through 11 overseas trade offices in Southeast Asia, one-on-one video consultations, and follow-up sample deliveries.
In response to the upcoming mandatory Halal certification in Indonesia in October, KOTRA will also focus on penetrating the $27 billion Muslim consumer goods market in Southeast Asia.
Gu Bon-kyung, head of KOTRA's Southeast Asia and Oceania Regional Headquarters, stated, "Southeast Asia is a strategic market with a high preference for K-branded consumer goods and new opportunities such as Halal. We will actively support our companies to respond proactively to the changing environment."
* This article has been translated by AI.
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