Korean brands leverage offline stores to capture Vietnam's e-commerce boom

KOTRA is using offline events in Ho Chi Minh City to help Korean brands tap Vietnam’s fast-growing e-commerce market. Its 2026 Korea Festival ran at Parc Mall from Sept. 16-22, bringing 80 Korean companies for sales, market testing and cultural activities. KOTRA will then run an online promotion on Shopee Vietnam from Oct. 3-5. The agency said Vietnamese consumers increasingly try products in person before buying online.

The festival at Parc Mall included Korean beauty products, food and household goods, plus tastings, live commerce, Chuseok activities and K-pop performances.

KOTRA said 48 participating companies had limited overseas experience and 10 were new to exporting.

The online campaign on Shopee Vietnam will feature 87 companies and include homepage exposure, daily flash sales and exclusive discount vouchers.

Vietnam’s retail and service sales revenue grew 9.2 percent in 2025, while major e-commerce transaction value rose 34.8 percent.

KOTRA said exports from Korea to Vietnam of plastic household goods, instant noodles and color cosmetics grew by average annual rates of 43.2 percent, 19.1 percent and 12.5 percent from 2023 through 2025.

Published Sep 23, 2026 11:55 am KST

Vietnamese consumers try Korean products at 2026 Korea Festival at Parc Mall in Ho Chi Minh City / Courtesy of Korea Trade-Investment Promotion Agency

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 beauty products, food and household goods, along with tastings linked to KOTRA’s Seoul Food exhibition, live commerce, Chuseok cultural activities and K-pop performances.

Among participating companies were 48 domestic firms with limited overseas experience and 10 companies new to exporting, KOTRA said, with local vendors helping them test products and gauge Vietnamese consumers’ responses.

KOTRA said it will follow the in-person event with an online promotion on Shopee Vietnam from Oct. 3-5, extending the campaign from mall counters to one of Southeast Asia’s major e-commerce platforms.

The online campaign will feature 87 companies, including domestic firms, first-time exporters and companies already operating in Vietnam, with homepage exposure, daily flash sales and exclusive discount vouchers from Shopee Vietnam.

The push comes as Vietnam’s retail and service sales revenue grew 9.2 percent in 2025 from a year earlier, while major e-commerce transaction value rose 34.8 percent, according to figures cited by KOTRA.

KOTRA said Korean exports to Vietnam of plastic household goods, instant noodles and color cosmetics posted average annual growth of 43.2 percent, 19.1 percent and 12.5 percent, respectively, from 2023 through 2025.

Koo Bon-kyung, head of KOTRA’s Southeast Asia and Oceania regional headquarters, said Vietnamese consumers are increasingly experiencing products in person before making purchases online.

“We will do our best to support Korean consumer-goods companies on the ground so they can test market potential and successfully establish themselves in Vietnamese distribution channels,” Koo said.

This article was published with the assistance of generative AI and edited by The Korea Times.

韩国贸易投资振兴公社（KOTRA）正利用在胡志明市举办的线下活动，帮助韩国品牌开拓越南快速增长的电商市场。其2026韩国节于9月16日至22日在Parc Mall举行，吸引了80家韩国企业参与销售、市场测试和文化活动。随后，KOTRA将于10月3日至5日在Shopee越南平台开展线上推广活动。该机构表示，越南消费者越来越倾向于在网上购买产品前先进行线下体验。

Parc Mall 举办的节日活动包括韩国美容产品、食品和家居用品，以及试吃、现场交易、中秋节活动和 K-pop 表演。

韩国贸易投资振兴公社（KOTRA）表示，48家参与公司海外经验有限，其中10家是出口新手。

Shopee越南的线上推广活动将涵盖87家公司，包括首页展示、每日限时抢购和独家折扣券。

2025年越南零售和服务销售收入增长9.2%，而主要电子商务交易额增长34.8%。

韩国贸易投资振兴公社（KOTRA）表示，2023年至2025年，韩国对越南的塑料家居用品、方便面和彩妆出口年均增长率分别为43.2%、19.1%和12.5%。

发布于2026年9月23日上午11:55（韩国标准时间）

越南消费者在胡志明市帕克购物中心举办的2026年韩国节上体验韩国产品 / 图片由韩国贸易投资振兴公社提供

随着电子商务迅速改变东南亚的零售业，韩国品牌正在越南利用线下体验活动来推动数字销售。

韩国贸易投资振兴公社（KOTRA）于9月16日至22日在胡志明市Parc购物中心举办了2026年韩国节，80家韩国公司齐聚一堂，进行产品销售、市场测试和文化体验。

本次活动展出了韩国美容产品、食品和家居用品，并举办了与韩国贸易投资振兴公社首尔美食展相关的试吃活动、现场电商、中秋节文化活动和K-pop表演。

韩国贸易投资振兴公社（KOTRA）表示，参与此次活动的公司中有 48 家海外经验有限的国内企业和 10 家首次出口的企业，当地供应商帮助他们测试产品并评估越南消费者的反应。

KOTRA表示，继线下活动之后，将于10月3日至5日在Shopee越南平台开展线上促销活动，将活动范围从商场柜台扩展到东南亚主要的电子商务平台之一。

此次线上推广活动将有 87 家公司参与，包括国内企业、首次出口企业和已在越南运营的公司，推广活动包括首页展示、每日限时抢购以及来自 Shopee Vietnam 的独家折扣券。

据韩国贸易投资振兴公社（KOTRA）援引的数据显示，越南零售和服务业销售收入在2025年比上年增长了9.2%，而主要电子商务交易额增长了34.8%。

韩国贸易投资振兴公社（KOTRA）表示，2023年至2025年，韩国对越南的塑料家居用品、方便面和彩妆出口年均增长率分别为43.2%、19.1%和12.5%。

韩国贸易投资振兴公社（KOTRA）东南亚及大洋洲区域总部负责人具本京表示，越南消费者在网上购买产品之前，越来越倾向于亲自体验产品。

Koo表示：“我们将尽最大努力支持韩国消费品公司在越南市场测试市场潜力，并成功打入越南分销渠道。”

本文由生成式人工智能协助发布，并由《韩国时报》编辑。