On the 13th at Incheon Songdo Convensia, short-form video content of about one minute, known as "shorts," was being filmed throughout the site of the Global Influencer Expo.
At the booth of a company promoting a "Vietnam export platform," a Vietnamese influencer repeatedly struck poses in front of a smartphone while holding cosmetics. Visitors, seemingly fascinated, stood still for a long time without taking their eyes off it.
Marking its second year, the Global Influencer Expo has transformed into a commerce-centered business platform. Running from the 13th to the 16th at Incheon Songdo Convensia, the expo features more than 200 brands and over 100 overseas buyers. The event, previously focused on exhibitions, shifted its emphasis to export consultations and contracts for domestic companies, as well as live commerce that sells products in real time through internet platforms.
On site, booths were set up by sector, including a live commerce zone that promotes brand products in real time, as well as beauty, fashion, lifestyle, and food. In particular, at the "export consultation hall," domestic corporations and overseas buyers held back-to-back meetings, seeking opportunities to lead to actual transactions.
Lü Jin, 25, a Chinese national who said attendance continued from last year into this year, noted, "It seems the event has become more dynamic than when I first came," adding, "Our team plans to run live commerce this time, so we want to achieve good results."
The opening ceremony began with a taekwondo performance by Commissioner Moon Dae-sung, a 2004 Athens Olympic gold medalist, followed by a forum on exports to Indonesia and halal certification. Indonesia is known as the country with the largest Muslim population in the world. Of its approximately 270 million people, 87% are Muslim.
Ten corporations participating from halal associations, whose products Muslims can eat or use under Islamic law, also attended the expo. They shared success stories in sales, including strategies for entering Middle Eastern and Islamic markets for Korean foods as well as cosmetics and healthcare brands, and the halal certification process.
A representative from a domestic corporation that received export consultations said, "We are interested because the Indonesian market is large and Korean culture and cosmetics are very popular," adding, "It is an opportunity to look around various products and hold consultations."
Not only Koreans but also overseas officials from countries such as China and Vietnam stood out at the site. They demonstrated products in front of booths or filmed videos on smartphones as they moved along. Multiple national languages were heard throughout. They also seemed to be waiting for performances by domestic artists such as Crush, Nucksal, and BewhY scheduled for the afternoon.
The lively atmosphere continued into the opening ceremony. Spectators seated in the space prepared for the ceremony and performances pointed their smartphones at the stage, busy filming videos or sharing them in real time.
In his opening remarks, Cho Ju-hyeon, chairman of the organizing committee for this expo and president of the Korea SMEs & Startups Institute (KOSI), said, "The influencer industry is not a promotional tool but an economic structure and a driver of national growth," adding, "The Global Influencer Expo will be the gateway for K-influencers and K-brands to enter the global market."
Kim Hyun-gyeong, head of the Korea Influencer Association, noted, "Influencers are no longer just creators but key partners in global exports." She added, "We live in an era when one seller can change a city's economy and expand a brand's ecosystem," saying, "The 2025 Global Influencer Expo will be the starting point."