K-dramas linked to promote K-seafood products targeting Mexican youth
The Korea Agro-Fisheries & Food Trade Corporation (aT) has launched K-food promotion campaigns in Mexico and China, utilizing cultural and sports events. In Mexico, it is promoting Korean seafood products through experience spaces with a K-drama atmosphere and programs that combine them with local food culture. In China, it is connecting tasting events with online purchases through large-scale marathon events.
Mexico City K-Exhibition: K-Tacos and Seafood Products on Display
aT participated in “K-Exhibition 2026: Everything about K-Style,” which took place in Mexico City, Mexico, from September 24 to 27, 2026. According to a report by Metro Shinmun, this event was a Hallyu (Korean Wave) convergence event organized jointly by six government ministries and six institutions in South Korea.
aT created a promotional space reminiscent of the seafood market stalls often seen in Korean dramas. They offered a “K-Taco” making experience, combining Korean tuna and guacamole with traditional Mexican tacos. They also provided samples of dishes made with seafood products such as seaweed, crab sticks, and kelp.
In the cooking show hosted by actor Ryu Soo-young, dishes were introduced that compared the Latin American seafood dish known as ceviche with the Korean “flatfish mulhoe” (raw fish salad). The core of this promotional campaign is to combine Korean Wave content with local culinary culture, allowing young consumers to experience Korean seafood products in a familiar way.
Expanding K-Aquatic Food Product Presence in the Mexican Market
Mexico is a market where interest in Korean cultural content, such as K-dramas and K-pop, continues, driven by a young consumer base. aT has focused on expanding this cultural interest into experiencing and consuming seafood products.
In the Latin American market, Korean seaweed, abalone, other marine algae, and fish cakes are major export items. In addition, products that can be easily enjoyed like seasoned seaweed snacks are gaining attention, aligning with the local trends of vegan and wellness consumption.
Taoyuan Marathon to Feature K-Food Experience Zone
aT and the Ministry of Agriculture, Food and Rural Affairs set up a K-food promotion booth at the Wui Square, the starting point of the “2026 China Taiyuan National Marathon Competition” held in Taiyuan City, Shanxi Province, China, on September 27, 2026.
According to a report by Food Icon, the promotional booth featured products such as red ginseng, ready-to-eat meals, inner beauty supplements, instant noodles, and snacks. It also held tasting events for instant noodles and *tteokbokki* (spicy rice cakes). A roulette event and an instant photo booth were also set up to encourage participation from marathon participants and local residents.
At the venue, QR codes were placed that linked to Chinese social media platforms Xiaohongshu and Douyin, as well as to online Korean food sections on Tmall and JD.com. The K-food logo was prominently displayed on the main stage, on advertising boards, and at the press conference to increase brand awareness.
Expanding export marketing from experiential events to online purchases
The Taoyuan Marathon is a competition that has received the World Athletics Gold Label and the Chinese Athletics Association Gold Medal rating. Approximately 40,000 athletes participated last year, and reports indicate that the cumulative number of participants from 2010 to 2025 is approximately 600,000.
The export value of Korean agricultural, forestry, and livestock products to the Chinese market reached $1,085,560,000 from January to August 2026, a 6.8% increase compared to the same period last year. During this period, instant noodle exports increased by 28.1%, leading the growth in K-food exports.
aT plans to continue utilizing content familiar to local consumers, such as K-dramas and sports, to expand opportunities for experiencing Korean food products. The company aims to connect on-site promotions with online purchases and export expansion through its marketing efforts.
Frequently Asked Questions (FAQ)
What is the K-Seafood promotional event that aT is conducting in Mexico?
In September 2026, I participated in the K-exhibition held in Mexico City, where I operated an immersive space reflecting the atmosphere of K-dramas. I also conducted programs including K-taco making, seafood cooking demonstrations, and tasting sessions.
What Korean marine products were introduced at the Mexico event?
A variety of Korean seafood products and dishes, including kimchi, crab sticks, seaweed, tuna, and flatfish *mulhoe*, were introduced.
What events took place at the Taizhou Marathon in China?
A K-food promotion booth was set up at Uijeong Square, the starting point of the event, and featured exhibits such as red ginseng, ready-to-eat meals, instant noodles, and snacks. The event also included instant noodle and *tteokbokki* tasting sessions, a roulette game, and a photo booth.
Was it possible to make online purchases at the Taoyuan Marathon information booth?
Yes, we have placed QR codes that link to Timall and JD.com’s online Korean food sections, so that the in-person experience can lead to online purchases.
What is the reason aT utilizes overseas sports and cultural events?
By utilizing familiar aspects of culture and sports, Korean food products can be naturally introduced to local consumers. This approach makes it easier to connect tasting experiences and product demonstrations with brand recognition and actual purchases.
