KITA helps Korean companies target the Middle East

Participants of the 2021 K-Product Roadshow Dubai, which was hosted by the Korea International Trade Association (KITA), from Nov. 1 to Nov. 3, engage in a business meeting. [KITA]

The Korea International Trade Association (KITA) hosted an exhibition in Dubai to connect Korean small- and medium-sized enterprises with buyers in the Middle East.

In the event, which ran from Nov. 1 through 3, a total of 50 Korean companies — primarily in retail and beauty fields — engaged in business talks with around 200 buyers from the United Arab Emirates, Libya, Morocco and Kuwait.

The 2021 K-Product Roadshow Dubai was held at the Dubai Exhibition Center, the site of the ongoing Expo 2020 Dubai, in cooperation with CJ ENM and the Ministry of SMEs and Startups.

For attendees that were unable to appear in person at the event, KITA provided on-site merchandisers and facilitated virtual meetings.

The exhibition marked the first overseas trip for KITA Chairman Christopher Koo, who took the helm at the association this year.

“KITA has worked toward enhancing business relations between Korea and the Middle East through the GCC-Korea Business Forum and Korea-UAE Business Dialogue,” Koo said in an opening speech. “I hope that the event will offer new opportunities for both Korea and the UAE that have achieved miracle on the Han River and desert."

Apart from the business-related activity, the roadshow also included performances and gaming events designed to promote Korea’s popular culture.

The trade association said that it will keep on supporting local SMEs interested in taking products overseas by facilitating business get-togethers, both online and offline.

"As the world returns to normalcy, [KITA] will take a two-track approach in facilitating cross-border trade by taking advantage of offline marketing efforts while deploying online tools," said Kim Hyun-chul, an executing managing director at KITA, in a statement.

BY PARK EUN-JEE [park.eunjee@joongang.co.kr]