Character ‘Byori’ and a K-Pop theme blend as 14 local firms showcase 42 items

Gyeongnam Province announced that it will host the 2025 Vietnam–Gyeongnam K-Food Popup Store at Hanoi’s Lotte Mall West Ho, confirming the event on the 2nd. The popup runs until the 9th and is the province’s first large-scale overseas marketing event focused on agricultural and processed foods, designed to allow local consumers to participate and experience activities firsthand. The promotions booth will incorporate the K-Pop theme with the provincial character ‘Byori’ to attract younger audiences. A total of 14 local agri-food companies will participate, presenting 42 different K-Food items, including fresh fruit, dried goods, beverages, and alcohol. Major programs include consumer reaction testing, on-site sales, and a buldak-challenge experiential event for visitors. Lee Jeong-gon, head of the Gyeongnam Province Agricultural Administration Bureau, said that Vietnam is a promising market for K-Food due to its young population and the Korean Wave, and that this popup will help establish a foothold for expanding agri-food exports.