South Korean culture and business fair has kicked off in Dubai, the United Arab Emirates to help Korean small and medium-sized corporate inroads into the Middle Eastern market on the back of K-beauty and K-pop popularity.

Korea’s Ministry of Culture, Sports and Tourism, Ministry of Trade, Industry and Energy, and Ministry of Food and Drug Safety said Wednesday the three-day KBEE 2019 fair began today (local time) in Dubai, which could provide a gateway to other regional markets in the Middle East.

The Korean government has arranged meetings between 135 Korean content and consumer goods firms and local buyers and retailers on the first day. Healthcare and medical seminars also are held on the sidelines, with cosmetics forums.

On the last two days, various entertaining events, such as Korean contents exhibitions, K-food cooking performances, make-up shows and K-pop cover dance lesson will be help to add public appeals.

K-pop names Seventeen and SF9 will perform on Thursday.

The Ministry of Culture, Sports and Tourism in its press release said the fair will help further bolster demand for Korean contents, goods and culture in the United Arab Emirates.

By Lee Ha-yeon

[ⓒ Pulse by Maeil Business Newspaper & mk.co.kr, All rights reserved]