KOREAN GOODS&CULTURE Exhibition Concludes Successfully

– Cultural-content-linked showcase boosts local awareness and interest in Korean consumer goods

▲ Exhibition view of KOREAN GOODS & CULTURE at the KCC (1F)

The Korean Cultural Center in the Philippines (Director: Myeongjin Kim; hereafter “KCC”) successfully concluded the month long 2025 Philippine K-Consumer Goods Pop-Up Exhibition, KOREAN GOODS & CULTURE, in collaboration with the Korea Trade-Investment Promotion Agency (KOTRA) Manila. The exhibition was held in the KCC’s Ground Floor, Permanent Exhibition Area.

Held from late October to the 29th November, the exhibition followed in a period where the Korean Wave is continuously growing in the Philippines—not only in K-pop and K-dramas but also in food, beauty, and fashion. Designed to introduce Korean lifestyle products alongside K-content, the exhibition offered visitors an integrated cultural and consumer experience. A total of eight Korean companies participated, presenting more than 40 products, including K-pop albums and merchandise, cosmetics, and fashion accessories.

The strong local response reaffirmed Filipino visitors’ trust and affinity for Korean products. According to the 2025 Overseas Hallyu Survey by the Korea Foundation for International Cultural Exchange(KOFICE), 81.6% of Filipino respondents reported that the Korean Wave positively influences their purchase of Korean products and services, while 97.4% expressed trust in their quality—placing Korea first among surveyed countries in the 2024 National Image Survey by the Korean Culture and Information Service(KOCIS).

Although no on-site sales were conducted, visitor participation in test marketing activities—carried out in partnership with KOTRA—provided valuable insights into local purchasing intent and the future potential of Korean consumer goods in the Philippine market. A visitor survey was also conducted to collect feedback for future initiatives.

Several of the showcased items were first introduced at the K-Drama OST Workshop and K-Drama OST Concert held from 23–25 October, where they garnered enthusiastic attention. One local attendee commented, “It was my first time seeing an exhibition at a KCC event, and it was overall very satisfying. I hope to see more Korean products displayed in a larger space in the future,” highlighting sustained interest in Korean lifestyle goods.

▲ Display at the lobby of the K-Drama OST Concert (2025. 10. 25.)

Director Myeongjin Kim remarked, “This exhibition demonstrated how Korean cultural content and consumer products can generate meaningful synergy when presented together.” He added, “KCC will continue creating opportunities that connect Hallyu with K-consumer goods to further expand local engagement and support for Korean products in the Philippines.”