HCM CITY — More than 100 Korean companies and 400 foreign enterprises are taking part in the three-day Korean Brand & Entertainment Expo 2017 (KBEE 2017), which opened in HCM City on Wednesday.

The expo aims to promote Việt Nam – Korea relations through cultural and commercial exchanges. It is part of the activities to celebrate the 25th anniversary of diplomatic relation between the two nations.

The Korea Brand & Entertainment Expo, one of the biggest events organised by the Korea Trade & Investment Promotion Agency (KOTRA), promotes the Korean Wave and products to foreign consumers and businesses.

This event features famous celebrities from the two countries, including Song Ji Hyo of iKON (Korea), who is the official ambassador of KBEE 2017 HCMC; SNUPER (Korea) and singer Noo Phước Thịnh, who appear as special guests; and KRUNK, an iconic artist from YG who is a special ambassador of the programme.

The exhibition consists of four main activities: business-matching with trade and investment promotion activities; and experimental programmes with activities such as a home-shopping show for Korean products, a Korean wave make-up demonstration by Korean artists, and a Korean style make-up show.

In addition, there is K-wave in which KBEE ambassadors and famous Korean artists take part in fan meetings and fan-signing events as well as promote Korean products to Vietnamese consumers; and K-pop music performances by Korean stars, all of which promise to be an exciting environment for Vietnamese audiences.

Held in Thailand for the first time in 2010, the Korean Brand & Entertainment Expo has been held in many countries, and is one of the largest events promoting Korean brands and entertainment to global consumers. — VNS