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By Korea.net Honorary Reporter Nadine Postigo
Photos∙Video = Nadine Postigo
The 2017 Korean Product Festival (2017 한-필 우수 상품 전시회) was held at the SMX Convention Center at the SM Aura shopping mall in Manila from July 14 to 16. The three day festival happens annually and introduces a variety of brands and products. The exhibit featured food, cosmetics like makeup and skincare, technology, household items, kitchenware, banks and much more. I even saw a maker of safes, which really surprised me. That just shows how wide the range is for this event.
Exhibitors like the Korean Cultural Center in the Philippines and the Philippine K-pop Convention (PKCI) would be the most familiar names to those who often attend local Korean events. Since the popularity of Korean pop music and TV shows has grown over recent years, Korean cosmetics and food are some of the most popular things in the Philippines these days and this event proved that Korea has so much more to offer.
There was a member from the K-pop group Offroad who joined in the festivities. Fans got excited upon the announcement that Park Harang would be the special guest. The opportunity to see the star and to do the "fire noodle challenge" with him was probably be one of the highlights for many attendees.
Some of the exhibitors are companies that have already put out their products in the Philippine market or have been operating in the country for some time. Other brands have yet to enter the Philippine market and joined the festival to introduce themselves and to find importers. It is also a great way for businesses to meet other potential companies to possibly work together. There was a lounge area where visitors could try some Korean street food. This section also served for a meeting place for companies to meet with one another or for wholesalers or distributors to express their interest in exporting or importing their products and break into the Philippine market, which is one of the main goals.
I asked one of the exhibitors, Paul Kang from Master Meaty Expert, about what he thought about the event. “I think there are two elements for businesses to be successful at this event. Firstly, products must be friendly to consumers. Joining this event will be very effective if the product is relatable to users, like food, cosmetics or beverages, since most people visiting the event are average people, and not people who are in complicated or professional industries. To find potential business partners, it's important to have accessibility to the Philippine market.”
When asked about what they thought of the festival, Jisun Byun from Cooko Academy said, “We join a lot of local expos, but this was our first time to join the Korean Product Festival. We thought there would be more Koreans, but it was amazing to see that a lot of Filipinos came and had friendly interactions with the Koreans. There aren't many opportunities like that . It was special.”
As mentioned above, I was able to talk to a few exhibitors to get to know more about their businesses and their experiences with the event. I had a great time getting to know what they were about.
One of my favorites was Cooko Culinary and Barista Academy, a Korean barista school and cafe under the name Blue Wonder Coffee and Bean Roastery, which just opened this year in the Philippines. I was able to talk to the marketing manager, Sunny Byun Jisun. She told me about the coffee workshops and barista training classes they offer, which are taught by either Philippine or Korean trainers at the academy. The classes can vary from lectures to intense hands-on training, which can also certify or prepare one for a professional field.
“We wanted to present ourselves as a Korean brand, but not be foreign, instead connect the two different economies with a product and service that's common and friendly to everyone, coffee."
"When people think about Korea, it's often about soap operas, pop music, cuisine or traveling. We could say that it has gotten easier to learn about new countries, and a lot of people are getting to know Korea, but for the majority, it's still very foreign and feels like it's still not part of the world. So we wanted to bridge that gap. The three managers at Cooko, we grew up in the Philippines and as a person or as a company we want to be a friend and supporter to the Filipinos by providing quality products, skills and experiences."
"We believe that by joining the Korean Product Festival, we got a step closer to our goal. Having made a friend like you who has a similar purpose, we see great hope.”
When asked if it was a good way to introduce Korean products to the Philippine market through the festival, Sunny said, “Yes, absolutely. Being a Korean, as much as we enjoy and love the Philippines as a second home, we would like to share the good things we've got. Experiencing the product is a way of experiencing and learning how we live, how we think and how we develop. That's how we also learned and experienced the Philippines.”
From coffee, I moved to a booth that focused on health, teas and herbal products, which was Bobae Herb. I tried two of their teas, one being lotus root and it really cleansed my palate. It wasn't bitter at all and gave a calming and soothing effect. When I think of teas or healthy drinks from Korea, I usually just associate them with barley, green tea and ginseng. Bobae Herb helped me discover that there were numerous healthy and flavorful teas out there. Not only do they sell tea bags and dried and powdered tea, but also tea pills which are more concentrated and powerful.
We can’t forget to talk about Korean food, as it's enjoyed by everyone. That’s why I was drawn to the Master Meaty Expert booth when I saw them cooking some yummy samples. The aroma just called out to me. The family-owned Master Meaty Expert, which was recently renamed from Kevin Best Food Corp., has been in business since 2006. It supplies various Korean restaurants and markets here in the Philippines. Paul Kang, son of the owner, told me that they use local pork but it is their marinade and cuts that set them apart. “What makes Korean food special is the gochujang red pepper paste and what you eat it with, like kimchi and lettuce to make a ssam wrap, and soju.”
Kang said that he was still a student when Master Meaty Expert started, so naturally he didn’t have much of an idea about food. However, as he grew older, he started to become more involved and thought about ways in which they could grow their family business. Kang is a graduate in entrepreneurial management from the University of Asia and the Pacific in the Philippines, which equipped him with more knowledge on how to approach the Philippine market. From our brief talk, I could feel that Kang was really knowledgeable about his products and about Korean cuisine in general. Kang even gave me a catalog of Korean meat that made me hungry. He had a freezer of items and a lot of his products were sold out. That just goes to show you that everyone appreciates flavorful Korean meat.
“I had no goal when I decided to attend the Korean Product Festival. What I wanted was to see the reaction of the customers. I was able to have many opportunities at the expo and now I’m planning to serve the consumer through local supermarkets and restaurants.” That was Kang’s response when I asked if he had a goal when he joined the Korean Product Festival.
The first Korean cosmetics booth I visited was the company Purecell, and their skincare line is Moistie. Their goal for the event was too look for a distributor so they could release their products in the Philippines. They also thought it would be great to talk to the customers directly. I was very intrigued with their products, specifically with the Mostie Cell Plus, which is a "micro needle ampoule." It has a very interesting concept. The staff compared it to when a person has a Botox injection, but instead of an injection, this method is less painful and hassle-free. The active ingredients are plant-derivative extracts and are fermented in a "micro needle" so it penetrates and treats the skin once applied. I personally tried it and at first it felt like your normal serum or essence, but once you massage it on the skin you feel something pricking your fingers. These are the "micro needles." It’s an odd feeling at first, but very cool. The products are also organic and hypo-allergic since it's plant-based. They also carry a three-step face pack for people on the go, which has an ampoule, cream and face mask all in one. A lot of their products look promising, as they claim to have brightening, anti-aging and moisturizing effects, just to name a few of the benefits.
Korbeauty, a Korean website that sells makeup and skincare brands, launched its online shop on the first day of the exhibit, July 14. It chose to feature and sell products that have proven to be of great quality. The brands at the website may not be familiar, but that's because the store hand-picked the companies that are well known to professional makeup artists and actresses. The online store also took note of the concerns of the Filipino in terms of skincare and makeup, taking note of what products work best in the country, especially during the summer when it's humid. Some of the products were sold out during the exhibit. Even though this was a new company and considering it was its first time at the Korean Product Festival, the online retailer was warmly welcomed by the other attendees.
The Philippine K-pop Convention (PKCI) thought that participating in the Korean Product Festival was a win-win situation. This company was able to promote the event and draw interest from its 400,000+ followers comprised of K-pop enthusiasts. At the same time, it was able to meet potential sponsors for future events.
This was my first time to attend the expo and I honestly had a great experience. It was informative to talk to the people behind the companies, to know about their brand and why they chose to establish it in the Philippines. It definitely makes you more curious.
Thank you Andrea Salutin for accommodating me and showing me around the event. I would definitely recommend that anyone to go the exhibit the next time it occurs, as it really showcased the various charms of Korea. Everyone I talked to were knowledgeable and really wanted the guests to learn about their companies. The people I talked to were really friendly. Most of the concessionaires who wanted to introduce their products also gave customers great discounts and freebies, which is another keyword I’ve started to associate with Korean business standards. I surely enjoyed myself, and I do hope the brands that were looking into breaking into the Philippine market had success.
If you want to watch my video of the 2017 Korea Product Festival, you may watch it at my YouTube channel.
wisdom117@korea.kr
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