T he Korea Brand Entertainment Expo KBEE is the largest foreign event or ganised by Kotra South Korea s trade and investment promotion agency Since 2010 it has been held in China the UK Japan Taiwan and Thailand The aim of the KBEE is to boost trade particularly with in ternational B2B and B2C customers and pro mote South Korean products In the process the organisers are clearly not hesitating to ride what has become known as the Korean wave The positive image conveyed of South Korean culture creates synergies Nearly 100 exhibitors came to the KBEE 2017 in Hong Kong where there was a particular focus on the Korean fashion and beauty industry A Mega Sale Event was held on the first day and on the second and third days there was a matchmaking event designed to bring suit able vendors and buyers together media such as Facebook or Instagram Ad mission to the Mega Sale Event was free of charge in an attempt to stimulate the interest of local buyers A big opening ceremony with important government and business repre sentatives from South Korea Hong Kong and mainland China brought increased press cov erage And the newsfeed on LinkedIn target ed local and regional business people In ad dition visitor management given that the event also included performances from big K pop stars and autograph sessions was hugely important Clear instructions were given at registration The visitors had to show their IDs with their confirmation of ad mission Once inside AsiaWorld Expo and the organiser made sure there was a smooth flow of people A PR agency was brought in to help manage media interest And to enhance the Hong Kong public s sense of being involved in a real experience a content related summer campaign was launched Korean cooking and tasting events were laid on and there was a Mini K Pop Star Boulevard AsiaWorld Expo is attracting an increasing amount of international atten tion with this kind of committed approach CEO Allen Ha s team recently saw off signif icant international competition to take the Best International Venue Award in London www asiaworld expo com PB 82 TradeFairs Internation al 3 2017 INTERNATIONAL Hosting the Korea Brand Entertainment Expo presented AsiaWorld Expo with a num ber of challenges as the venue operator A great variety of products and services were exhibited and without clear signposting it might have been difficult for visitors to find their way around and make the most of the event Five sections were created to differen tiate between different types of products and services and make things easier for both buy ers and visitors fashion beauty household and lifestyle service and franchising and in dependent stands The next challenge was to reach different target groups both consumers and trade visitors Particularly since it was the first event held in Hong Kong there was a need to find the right balance in terms of both content and promotional activities That was done in a variety of ways Young people were addressed through social HONG KONG Riding the K wave Asia is in thrall to the Korean wave In Hong Kong as well teenagers are particularly taken with South Korean culture A Korean event was held at AsiaWorld Expo in mid July Fünf gut beschilderte Themenbereiche sorgten auf der KBEE 2017 in Hong kong für eine best mögliche Besucher orientierung Five well signposted theme areas at KBEE 2017 in Hong Kong gave visitors the best possible guidance Ph ot o A si aW or ld E xp o

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