World’s biggest Hallyu Expo, KBEE 2018 to be held for the first time in Singapore from November 1st to 2nd

  • Actress Song Ji Hyo, the ‘Hallyu Queen’, Honorary Ambassador for the Biggest Korea Brand & Entertainment Expo in Singapore
  • First lineup of honorary ambassadors opened. Various activities such as performance, signing event, and social contribution planned for honorary ambassadors
  • Ministry of Trade, Industry, and Energy, Republic of Korea (Minister Yun-mo Sung) and KOTRA (CEO Pyung-oh Kwon) have named actress Song Ji Hyo as honorary ambassador for the Korea Brand & Entertainment Expo, Singapore, ‘Industry – Culture Collaboration Expo’, hosted in Singapore Marina Bay Sands Convention from November 1st to 2nd.

Singapore, 2018 – Korea Brand & Entertainment Expo is one of the most famous K-Lifestyle festival that combined Hallyu, such as Hallyu stars and concerts, with promotion of consumer goods and service products of Korea. Around 120 enterprises of Korea’s well-loved cosmetics, fashion clothing, daily necessities, food, health care, K-Pop goods, Education, and ICT are participating in the exhibition & sales promotion, and hold business meeting with Singaporean enterprises. Not only performance, fan signing event, press conference, and social contribution event(CSR) of honorary ambassadors will be held, but other various events, such as K-Beauty Makeup Show and Influence Live Streaming Show, will be held as well, for the festival of seeing, hearing, feeling and experiencing.

‘Song Ji Hyo’, the honorary ambassador, is an actress, as well as a multi-entertainer as a model, MC, and entertainer. She is an influential Hallyu star with the maximum followers of 5.1 million for social media in the Greater China Region. Currently, she is actively performing in entertainment shows, movies, and soap opera including ‘Lovely Horribly’. Beauty variety TV show of her own name, ‘Song Ji Hyo’s Beauty View’, broadcasted in 9 Asian countries at the same time, not only succeeded domestically, but also in Southeast Asia, which led her to be named as honorary ambassador this time.

The named honorary ambassador will strive until the 2nd of November at improving positive image of Korea Brand & Entertainment Expo and our products through various events, such as fan signing event, press conference, and CSR event (for example: all profits from selling ‘Charity T-Shirt’ with the star’s signature and donations from participating enterprises of Korea Brand & Entertainment Expo will be donated to Singapore welfare facilities), starting from opening greeting and K-Pop performance on November 1st. The second lineup of honorary ambassadors is going to be released soon. A lot of love and attention from local K-Pop fans are expected.

Song Ji Hyo, one of the Asia’s fashionista, has filmed the special ‘Web Video Contents’ with 10 products of beauty and life-style enterprises, in advance of broadcasting the TV show of her own name: Song Ji Hyo’s Beautiful Life. Cinematography techniques have been applied to this video and the full contents will be opened to public through YouTube. There will be a PR booth on-site(Singapore KBEE) as well. She is planning on holding ‘K-Beautiful Life Festival’ in Southeast Asia next year, so more attention and interest are expected.

Mr. Kwon, CEO of KOTRA has stated that “Singapore, regardless of its small land size, has become a world’s great economic power through innovation and openness, as a hub of distribution, finance, and business. It is a model country for the fourth industrial revolution.” He also has mentioned that “Singapore is a very important strategic partner for Korea’s advance to Southeast Asia and it has high preference towards Hallyu, especially among younger generation. We have decided to hold this Korea Brand & Entertainment Expo for cultural exchange vitalization and economic cooperation of both countries in this time where global attention is towards us due to Singapore ASEAN Summit. I look forward to having economic ž cultural exchange of both countries to vitalize even further through Korea Brand & Entertainment Expo with famous Hallyu stars who are loved not only in Singapore, but across all the regions of Southeast Asia, are named as honorary ambassadors.”


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