The Korea Federation of Small and Medium Enterprises will set up a large Korean pavilion at ASD Market Week 2026 (ASD), one of the largest U.S. trade shows for consumer goods, to help domestic small and medium-sized enterprises expand into the Americas.
KBIZ said on the 20th that, together with the Federation of Korean Chambers of Commerce in America, it will participate in ASD Market Week 2026 (ASD), to be held in Las Vegas from the 25th to the 27th (local time), by organizing a "K-goods fair."
ASD began as a trade show spurred by the exchange of war supplies after World War II and is now a leading consumer-goods trade show that draws more than 30,000 importers and distributors from the United States and Latin America.
At this year's ASD, KBIZ will run a K-goods fair in a "show in show" format that presents Korean products under a single brand while leveraging the existing show's infrastructure and buyer network. About 140 small and medium-sized enterprises in consumer categories such as beauty and lifestyle will take part with roughly 150 booths to target the Americas market.
KBIZ will promote the Korean pavilion starting from the exhibition hall lobby to increase visitors and buyers. It plans to boost interest in the pavilion by installing large outdoor ads, meter boards guiding visitors to the pavilion, and display cases that preview key exhibitors' products.
Inside the Korean pavilion, it will operate a variety of hands-on programs, including a large beauty and lifestyle experience zone where visitors can try Korean products directly, makeup shows, K-content-linked programs, and four-cut photo booths. The strategy is to go beyond simple product displays by combining K-culture and consumer goods to draw interest from local buyers and visitors.
KOTRA will work with KBIZ to identify local buyers in advance that match each participating corporation's product characteristics and will run an open consultation area inside the venue to facilitate smooth meetings between corporations and buyers.
ASD's organizer will also support efforts to boost export results for K-goods fair participants. Before the event, it will designate a focus country, conduct advance publicity with major local media, launch a dedicated website for the Korean pavilion, distribute a digital vendor preview, and provide pre-event training for Korean companies.
During the event, it plans to invite major local retailers and buyers such as Walmart, Costco, Ross, and Marshalls and support matchmaking for consultations with participating companies.