The Korean Wave (Hallyu) is set to make a full-scale impact in New York. On October 1, the Ministry of Trade, Industry and Energy and the Korea Trade-Investment Promotion Agency (KOTRA) officially appointed actress Ha Ji Won and singers Hwa Sa and Taemin as ambassadors for the upcoming '2025 Korea Brand & Entertainment Expo in New York.'
The expo has established itself as a leading Hallyu marketing platform, connecting overseas consumers with global buyers. This year’s event, the first of its kind in North America, will take place from November 6 to 8 at the American Dream Mall in New Jersey, with an expected attendance of around 30,000 visitors.
Over 100 Korean consumer goods companies and about 250 buyers from North and Latin America will participate in B2B export consultations. Simultaneously, B2C experiential and sales marketing activities will be offered for general visitors. Eleven major retail networks, including Hyundai Home Shopping, W Concept, A-Land, DeliverBird Korea, and H Mart, will join the event, providing on-site shopping experiences and integrating online and offline sales.
Special programs featuring the appointed ambassadors will include Hallyu performances, talk shows, and autograph sessions. Visitors can also enjoy interactive exhibits combining ICT technology with Hallyu intellectual property (IP), a Netflix K-content promotion pavilion, and hands-on experiences with hanbok and idol costumes.
Ha Ji Won is familiar to North American audiences through her lead role in the Korea-U.S. co-production drama “Drama World.” She recently completed filming the drama “Climax,” scheduled to air in 2026. Hwa Sa, a member of MAMAMOO, has made her mark in North America, becoming the first Korean female solo artist to top the U.S. iTunes album chart in 2020. Taemin, a member of SHINee and a solo artist, recently concluded a successful world tour.
Expressing her thoughts on the appointment, Ha Ji Won said, “I am honored to serve as an ambassador for the first Hallyu Expo in North America. I will do my best to help Korean culture and industry gain more recognition in the U.S.”
KOTRA President Kang Kyung Sung added, “We are proud to have leading actors and singers represent Hallyu as our ambassadors. We will make every effort to expand exports linked with K-culture through this expo.”
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