HEPA Hungarian Export Promotion Agency (HEPA) organized an information day combined with a business breakfast under the title Gate to South Korea, aimed specifically at mapping business opportunities on the South Korean food market.
The event concluded with remarkable interest: representatives of 15 Hungarian companies participated, either preparing to enter the South Korean market or looking to expand their existing presence. The program offered comprehensive preparation for attendees, from understanding cultural characteristics and business customs to reviewing regulatory frameworks and consumer attitudes. Participants also gained insight into the experiences of Hungarian companies already successfully operating in the region.
The event was opened by Dr. Gábor Péter Artner, Deputy CEO of HEPA, who highlighted both his personal experiences and the strategic significance of South Korea, currently Hungary’s fifth-largest Asian export partner.
This was followed by a presentation from Ms. Suhyun Lee of Korea Trade-Investment Promotion Agency (KOTRA), who outlined the latest trends and consumer preferences in the South Korean food market. She provided a detailed overview of the SEOUL FOOD international exhibition as a key opportunity for market entry. Her presentation emphasized four major trends: the growing importance of health consciousness and sustainability, the convenience revolution, premiumization and the dietary diversification.
The professional sessions continued with Boglárka Varga, Trade Counsellor at the Embassy of Hungary in Seoul. Drawing on her first-hand experience, she presented the services offered by Hungary’s foreign trade network and provided an overview of the diplomatic and economic relations that have continuously expanded between the two countries since 1989. She also reviewed Hungary’s major export products to South Korea, currently including meat products, vegetables, alcoholic beverages and a variety of food preparations.
The official presentations were followed by short, one-minute introductions from the participating Hungarian companies, in which they presented their activities and plans for the South Korean market. The fifteen companies represented a wide range of sectors from producers of apicultural products and dietary supplements to wineries.
Next, Levente Pallos, Managing Director of Vivaplan Kft., analyzed the specific characteristics of the Korean market, highlighting the extremely high expectations of Korean consumers and the country’s in many ways conservative business culture. He outlined the key factors influencing purchasing decisions and described the general perception of Hungarian products among Korean consumers.
One of the most engaging elements of the program was a panel discussion featuring three successful Hungarian exporters: Mirelite Mirsa, Virgin Oil Press and United Hungarian Wineries. Their representatives shared hands‑on experiences, illustrating the challenges of entering the market and the strategies that lead to long-term success in South Korea. They also addressed what they would do differently if they were starting again today to achieve more effective results.
The event concluded with an informal networking breakfast, providing an excellent opportunity for participants to build new connections and lay the foundations for future collaborations.