48,000 Visitors to K-Expo in Mexico... Stepping Stone for K-Culture's Expansion into Latin America

[Financial News] 48,000 people visited the K-Culture Expo held in Mexico. At the event, which featured K-pop performances and exhibitions of food and cosmetics, domestic companies conducted 1,561 export consultations with buyers from Latin America.
According to the Ministry of Culture, Sports and Tourism on the 30th, the '2026 Mexico K-EXPO' was held in Mexico City from the 24th to the 27th (local time). As an event co-hosted by six ministries, including the Ministry of Culture, Sports and Tourism, and related organizations such as the Korea Content Agency, 120 domestic companies in sectors such as content, food, and beauty participated.
From the 25th to the 27th, 42,000 people visited the consumer exhibition, and 6,000 people gathered for the associated K-pop concert on the 25th. On the 26th, about 2,000 people waited before the opening, and on the last day, admission closed early due to a surge in visitors.
Amorepacific, LG Household & Health Care, Nongshim, CJ CheilJedang, and Binggrae participated in the exhibition. Samsung Electronics, Kia, and LG Electronics also took part.
At the export consultations held on the 24th and 25th, 313 purchasing companies, including broadcasters and record labels from 10 Latin American countries, met with domestic companies. The total value of export consultations recorded so far is $120.21 million, and the value of contracts is approximately $900,000. 88 Memorandums of Understanding (MOUs) were signed.
The value of export consultations refers to the scale of transactions discussed and is distinct from the value of confirmed contracts. While the number of visitors serves as an indicator of local consumer interest, industrial performance must be assessed by examining how effectively consultations and agreements lead to follow-up contracts and actual transactions.
Cosmetic and medical device companies signed business agreements worth $7 million with local buyers. A venture company in the performing arts intellectual property (IP) sector secured export and investment contracts worth $800,000.
ELTV signed a $1 million business agreement with a Brazilian online video service (OTT) platform for the co-production of K-food content. Baek Heon-seok, CEO of ELTV, said, "We will continue to seek entry into the South American market through this expo."

[email protected] Jang In-seo Reporter