ASEAN Trade Fair 2025 in South Korea: Boosting F&B connectivity, opening doors for Vietnamese businesses.

Hội chợ thương mại ASEAN 2025 tại Hàn Quốc: Thúc đẩy kết nối F&B, cánh cửa mở rộng cho doanh nghiệp Việt Nam

Delegates attending the opening ceremony of the ASEAN Trade Fair 2025 in South Korea. (Source: AKC)

Attending the opening ceremony were Kim Jae-shin, Secretary-General of the ASEAN-Korea Centre (AKC); Wong Kai Jiun, Ambassador of Singapore to Korea; the Chairman of the ASEAN Committee in Seoul; and ambassadors and representatives of diplomatic missions of ASEAN countries in Korea. Commercial Counselor Pham Khac Tuyen represented the Vietnamese Embassy in Seoul at the event.

Reaffirming the ASEAN-Korea Partnership

In his opening remarks, AKC Secretary-General Kim Jae-shin emphasized that the ASEAN Trade Fair 2025 is an activity within the framework of ASEAN Week 2025, aiming to honor the spirit of solidarity and cooperation and reaffirm the comprehensive strategic partnership between ASEAN and Korea.

According to him, in the context of global economic instability, the fact that all ASEAN countries are seeking business opportunities in the South Korean market demonstrates a proactive and timely approach.

AKC Secretary General Kim Jae-shin speaks at the opening ceremony. (Source: AKC)

South Korea and ASEAN maintain a close economic partnership. In 2024, total bilateral trade reached US$192.8 billion, demonstrating that ASEAN continues to be one of South Korea's key markets. Within this cooperation structure, the food and beverage (F&B) sector has emerged as a dynamic and promising growth driver. The ASEAN F&B market size exceeded US$670 billion in 2024 and is projected to increase to nearly US$900 billion by 2028, representing an impressive growth rate of approximately 7% per year.

According to the AKC Secretary-General, the food industry is one of the main drivers of the ASEAN economy, accounting for approximately 17% of the bloc's total GDP.

Mr. Kim Jae-shin assessed that the ASEAN Trade Fair plays a bridging role, facilitating access for ASEAN F&B businesses to Korean consumers and buyers through business-to-business (B2B) and business-to-consumer (B2C) cooperation activities. In addition, the fair provides a valuable platform for Vietnamese and Korean businesses to understand market trends, gather detailed customer information, and establish initial steps towards long-term business partnerships.

"I hope that the ASEAN Trade Fair 2025 will serve as a stepping stone for new cooperation between ASEAN and Korea, and inspire Korean consumers to explore the rich flavors of ASEAN cuisine ," the AKC Secretary-General emphasized.

Singapore's Ambassador to South Korea, Wong Kai Jiun, who is also the Chairman of the ASEAN Committee in Seoul, delivered a speech at the opening ceremony.

Speaking at the event, Singapore's Ambassador to Korea, Wong Kai Jiun, affirmed that ASEAN-Korea relations are developing strongly in many areas, from trade and investment, tourism and culture to information and communication. In 2024, ASEAN was Korea's third largest trading partner; conversely, Korea was ASEAN's fifth largest trading partner. Two-way trade in goods reached over US$200 billion, an increase of 5.9% compared to 2023.

The Ambassador highly appreciated the role of the ASEAN Trade Fair – an activity maintained by the AKC since 2014 – in supporting businesses from both sides to strengthen connections. The Fair is a positive development in ASEAN-Korea relations, which will further enhance ASEAN-Korea economic cooperation and bring people from both sides closer together. This year, more than 70 ASEAN F&B businesses participated in the Fair, hoping to expand their access to the Korean market through B2B and B2C activities.

Vietnamese businesses: Taking a proactive strategy and strengthening their presence in South Korea.

In an interview with the World and Vietnam Newspaper , Trade Counselor Pham Khac Tuyen stated that the ASEAN Trade Fair in South Korea is an opportunity to promote trade and help ASEAN's strong products, including those from Vietnam, penetrate deeper into the local market.

AKC Secretary General Kim Jae-shin (center) and Vietnam's Commercial Counselor in Korea Pham Khac Tuyen visit a booth showcasing products from Vietnam and Korea. (Photo: Minh Ha)

According to him, Vietnam has always proactively chosen strategies to introduce its products into the South Korean market. Notably, in the last five years, Vietnamese products such as coffee and crackers have become increasingly popular among South Korean consumers. While previously Vietnamese goods mainly appeared through major South Korean brands or as imported raw materials, now Vietnamese-branded products are increasingly appearing on store shelves, with significantly improved packaging and quality.

The South Korean F&B market alone is worth approximately $200 billion, but it is highly competitive, spanning many segments and demanding in terms of taste, quality, and hygiene standards. Mr. Tuyen emphasized that Vietnamese businesses need to thoroughly understand the tastes of South Korean consumers, thereby developing suitable products and creating differentiation, especially given the relatively similar structure of F&B products within the ASEAN bloc.

This year, at the ASEAN Trade Fair 2025, Vietnam participated with 11 booths – the largest number among ASEAN countries – demonstrating its preparation and determination to tap into the South Korean market.

Da Nang: A bright spot in trade promotion in South Korea.

Ms. Do Thi Quynh Tram, Deputy Director of the Da Nang Department of Industry and Trade, said that the Department has actively supported businesses in connecting and trading with Korean partners. (Photo: Minh Ha)

Among the Vietnamese businesses participating in this trade fair, many are from Da Nang. Ms. Do Thi Quynh Tram, Deputy Director of the Da Nang Department of Industry and Trade, said that the Department has actively supported businesses in connecting and trading with Korean partners.

On November 12th alone, Vietnamese and Korean businesses signed three contracts worth nearly 3 billion VND in total. Throughout the trade fair, businesses continued to schedule meetings and hoped to sign more contracts, opening up a wider market for Da Nang businesses.

Answering a reporter's question from the World and Vietnam Newspaper about policy proposals to support Vietnamese businesses in entering the South Korean market, Ms. Tram stated that South Korea – especially the Seoul area with over 10 million people – is a very promising market for garments, seafood, food products, and handicrafts.

However, the majority of Vietnamese businesses are small and medium-sized enterprises (SMEs), with limited resources. Therefore, they urgently need practical support from the relevant authorities in the host country, such as assistance with transportation, promotional activities, free participation in trade fairs and seminars, as well as B2B and B2C connections through the network of the Ministry of Trade, the Trade Promotion Agency, and related associations. According to Ms. Tram, this support will help Vietnamese businesses increase their presence and competitiveness in a high-standard market like South Korea.

The Deputy Director of the Da Nang Department of Industry and Trade emphasized that timely updating of information about the South Korean market – from regulations and technical standards to consumer preferences – is a decisive factor for businesses to improve and compete.

The ASEAN Trade Fair, organized annually by AKC since 2014, attracted over 70 ASEAN F&B businesses this year, continuing to serve as a platform to promote economic cooperation and enhance the presence of ASEAN products in the Korean market.

Vietnamese Trade Counselor in South Korea Pham Khac Tuyen and Ms. Do Thi Quynh Tram at a booth of a Vietnamese business participating in the trade fair. (Photo: Minh Ha)