The 2026 K-EXPO MEXICO drew a total of 48,000 visitors and hosted 1,561 export consultations, the largest scale ever for a comprehensive K-culture exhibition.
The Ministry of Culture, Sports and Tourism said on the 30th that the 2026 K-EXPO MEXICO, held in Mexico City on the 24th through the 27th with 120 companies from K-culture sectors including content, food and beauty, wrapped up successfully with notable results. The event was organized jointly with related government bodies including the Ministry of Agriculture, Food and Rural Affairs, the Ministry of Trade and Industry, the Ministry of Health and Welfare, the Ministry of Oceans and Fisheries and the Ministry of SMEs and Startups.
Now in its fifth year, K-EXPO is a combined overseas exhibition that links cultural events built around K-content with industry showcases and business consultations. Organizers arranged side events drawing on the local K-pop fandom, the world's fifth largest, to spread interest in K-pop across K-culture industries more broadly. A "K-pop random dance play" event held ahead of the opening of the consumer exhibition drew 150 young Mexicans who love K-pop.
The consumer exhibition, held from the 25th to the 27th, featured leading beauty companies such as Amorepacific and LG H&H, food companies including Nongshim, CJ CheilJedang and Binggrae, and major Korean exporters such as Samsung Electronics, Kia and LG Electronics, in what was seen as a showcase of all things K-culture. On the 26th, some 2,000 people lined up for the opening, and on the final day of the 27th, crowds pushed entry to an early close, underscoring the strong interest in K-culture.
The consumer exhibition drew 42,000 visitors and a K-pop concert linked to the event drew 6,000, bringing total attendance at the K-EXPO to 48,000.
At export consultation sessions held on the 24th and 25th, 120 Korean companies in content, beauty, food and lifestyle met with 313 key buyers from 10 Latin American countries, including major broadcasters and record labels. A total of 1,561 consultations took place on site and 88 memorandums of understanding were signed. Export consultations tallied so far amount to $120.21 million, with contracts worth $900,000.
President Lee Jae-myung and his wife, Kim Hye-kyung, who were on a state visit to Mexico, visited the K-EXPO site on the 25th to review how Korean companies are faring in the Latin American market and spent time with K-pop fans.
Culture Minister Choi Hwi-young said the exhibition "served as an opportunity to bring the appeal of K-culture closer to everyday life in Latin America and to expand market entry for our K-culture companies." He added, "Next year we will reflect voices from the field more faithfully to develop the event and carry the results forward."
