CreatripTeam

With the 2025 APEC summit one week away, South Korean retailers and 66 official sponsors are ramping up promotions to showcase K-food, K-beauty and K-fashion to global leaders, diplomats and media. Major companies like Coupang, hy, LG Household & Health Care, Olive Young, Nongshim, CJ CheilJedang and Paris Baguette are using event branding, experiential booths, sponsored products and special packaging to promote flagship exports—such as instant noodles, snacks, cosmetics and K-desserts (Korean traditional sweets reimagined). The push is driven by prolonged domestic consumption weakness and the desire to boost brand recognition and exports on the international stage. Retailers aim to turn APEC exposure into sales and overseas expansion opportunities through hands-on experiences and collaborative marketing campaigns.