President Lee Jae Myung in Mexico asks, "How much have tariffs risen?" and hears K-EXPO companies' concerns

[Financial News, Mexico City, Mexico — Reporter Choi Jong-geun]President Lee Jae Myung and First Lady Kim Hye-kyung, who are on a state visit to Mexico, visited K-EXPO on the 25th (local time) to review Korean companies' expansion into the Latin American market in areas including K-beauty, food, edtech, automobiles and home appliances. Lee heard companies' concerns about higher local tariffs and personally tried a range of products, including AI skin analysis and Hangang Ramen.
The presidential couple visited the K-EXPO venue at Maya Hall in the Mexico City World Trade Center. After responding to attendees' requests for selfies at the entrance, they first toured the business-to-business (B2B) booths.
KOTRA President Kang Kyung-sung told Lee, "The event was organized to support small and medium-sized enterprises entering the Latin American market." He added, "Yesterday alone, 34 contracts worth $12.5 million were signed, and we expect even more results if the event continues through today."
When Kang said, "There is a great deal of interest in K-beauty and K-content in Mexico," Lee asked, "What about K-fashion?" and inquired about the local response.
The presidential couple also tried Korean culture and Korean-language education products linked to BTS at the Cake booth, an affiliate of Naver.
At the Amorepacific booth, an AI-powered skin analysis device assessed Lee's skin moisture and pore condition. The couple smiled as they looked together at the results displayed on the screen.
Amorepacific CEO Kim Seung-hwan said, "K-beauty has been well received, and we aim to grow by more than tenfold within five years." He added, "However, Mexico's recent tariff increase on countries with which it has no free trade agreement is a burden." Lee then asked seriously, "By how much have tariffs risen?" When Kim replied, "By about 10%," Lee nodded.


The presidential couple visited the Kia, Samsung Electronics and LG Electronics booths in succession. Kia Mexico head Kim Young-sam introduced the company's business progress since entering the local market in 2014, as well as Kia Seltos hybrid vehicles produced at Kia's Hwaseong plant and exported overseas.
At the Samsung Electronics booth, they heard about the company's K-Connection strategy, which links advanced products with a Korean lifestyle that Mexicans aspire to emulate. At the LG Electronics booth, they viewed the world's first transparent OLED product and spoke with Eom Ki-pyo, head of LG Electronics Mexico.
At the Binggrae booth, Lee heard an explanation from CEO Kim Kwang-soo about products including Banana Flavored Milk, then personally picked up and examined a box of Melona ice cream.
At the Nongshim booth, the presidential couple sampled Hangang Ramen prepared on the spot. When Nongshim CEO Jo Yong-cheol explained that Mexican consumers have a high tolerance for spicy flavors, First Lady Kim said, "It's delicious." Lee also distributed ramen to people nearby and encouraged them to try it.
When Lee asked, "What kind of noodles are they?" Jo replied, "They're stir-fried noodles. It's a product made for overseas markets." Lee also watched a demonstration in which the ingredients used in Shin Ramyun soup were placed directly into a large container. He then asked, "How long will you be doing this?" and Jo answered, "Through Sunday."
At the final stop, the LG Household & Health Care booth, the couple heard about scalp-care products. When Yoo Ji-seok, marketing division head at LG Household & Health Care's U.S. subsidiary, was introducing hair-loss products and said, "The two of you don't seem to have a problem yet," Lee and Kim burst out laughing.
When Yoo raised tariffs as a major issue for the local business, Lee nodded and listened to the explanation. As they moved through the venue, the presidential couple also took selfies with Mexican visitors who asked for photos, waved and exchanged greetings.
[email protected] Choi Jong-geun Reporter