As trade uncertainties rise due to U.S.-China competition, tariffs, and Middle Eastern tensions, the Korea Trade-Investment Promotion Agency (KOTRA) has identified the spread of artificial intelligence (AI), supply chain restructuring, and the K-Culture wave as key opportunities in the North American market. The agency aims to diversify domestic companies' exports and investments by focusing on industries with growing demand in the U.S. and expanding local entry methods.
KOTRA held the '2026 North America Trade and Investment Expansion Strategy Meeting' on September 22 in Los Angeles, chaired by President Kang Kyung-seong. Trade representatives from 10 offices across the U.S. and Canada attended to review recent changes in the trade environment and share strategies for expanding exports and investments in North America.
The agency particularly noted the increasing investments in semiconductors, data centers, and power infrastructure driven by the growth of the AI industry. KOTRA highlighted promising items such as semiconductor materials, components, and equipment, as well as transformers, cables, energy storage systems, and cooling equipment. The plan is to seek export opportunities in areas where demand is expanding locally while responding to U.S. supply chain protection measures, including tariffs.
KOTRA views the restructuring of supply chains by U.S. corporations as an entry opportunity for domestic component and material companies. The agency plans to diversify collaboration methods among companies in sectors such as future mobility, shipbuilding, defense, semiconductors, and energy infrastructure through technology validation, joint development, and solution adoption. At a recent Korea-U.S. Global Partnering event in Chicago, 20 U.S. manufacturing companies, including GM and Stellantis, consulted with 61 Korean component and material firms.
In the consumer goods sector, including K-beauty, KOTRA will enhance support for market entry with a focus on localization and differentiation. The agency plans to expand assistance regarding certifications, logistics, minimum order quantities, and entry conditions across U.S. distribution networks, while also promoting the joint entry of small and medium-sized enterprises using domestic direct-to-consumer platforms and local distribution channels. According to KOTRA, U.S. exports of cosmetics reached $1.87 billion by August this year, a 37.6% increase from the previous year.
KOTRA will also strengthen support for companies responding to trade barriers such as tariffs from the U.S. The agency will utilize local experts to assist with practical responses, including tariff refunds and origin regulations, while also supporting local business operations and partner discovery for companies investing in the U.S.
President Kang Kyung-seong stated, "As seen in the U.S.-China power competition, tariffs, and the Middle East conflict, the U.S. is at the starting point of reshaping the trade order. It is crucial to leverage opportunities amid uncertainties, particularly in sectors with increasing demand. We will do our utmost to enhance our companies' performance in the North American market through AI, supply chain restructuring, and the spread of K-Culture."
* This article has been translated by AI.
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