Korean brands leverage offline stores to capture Vietnam's e-commerce boom
As e-commerce rapidly transforms retail across Southeast Asia, Korean brands are using hands-on offline experiences in Vietnam to drive digital sales. Korea Trade-Investment Promotion Agency (KOTRA) hosted its 2026 Korea Festival at Parc Mall in Ho Chi Minh City from Sept. 16-22, bringing 80 Korean companies together for product sales, market testing and cultural experiences. The event featured…
Korean brands are capitalizing on Vietnam's e-commerce surge by offering immersive offline experiences, according to a report from the Korea Trade-Investment Promotion Agency (KOTRA). From September 16-22, KOTRA hosted its 2026 Korea Festival at Parc Mall in Ho Chi Minh City, uniting 80 Korean companies for product sales, market testing, and cultural experiences. The event displayed Korean beauty items, cuisine, household goods, and more, complemented by live commerce, Chuseok celebrations, and K-pop performances.
The participating companies comprised 48 domestic firms with limited overseas exposure and 10 new exporters, according to KOTRA. Local vendors aided these brands in testing products and evaluating Vietnamese consumers' reactions. Following the physical event, KOTRA plans to launch an online promotion on Shopee Vietnam from October 3-5, broadening the campaign from mall counters to one of Southeast Asia's leading e-commerce platforms.
This virtual promotion will involve 87 companies, encompassing domestic entities, initial exporters, and companies yet to venture into overseas markets.
Written by urgent.news from The Korea Times's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
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