Minister JK (Jung-Kwan) Kim of the Ministry of Trade, Industry and Resources (MOTIR) visited stores participating in K-Sale Festa in Seoul’s Hongdae area on November 2, 2026, to promote the shopping festival and Korean consumer goods.
K-Sale Festa is held as part of the Korea Grand Festival, a nationwide shopping festival. It brings together online and offline retailers, including hypermarkets, department stores, convenience stores, and online shopping malls; manufacturers, including automakers and home appliance companies; and service providers to hold a large-scale sale. In addition to this sale, this year’s festival is expanding its reach beyond the domestic market through its first promotion for overseas consumers, featuring leading companies that sell Korean products directly to overseas consumers online.
Minister Kim visited MUSINSA and OLIVE YOUNG stores, both of which are taking part in the cross-border e-commerce promotion. He personally purchased Korean consumer goods, helped promote product sales, and spoke with foreign shoppers. He listened to their views on Korean products and the difficulties they face, including concerns about counterfeits. He also explained how they could purchase Korean consumer goods more conveniently through the website for the cross-border e-commerce promotion.
“Korean manufactured goods, including K-beauty and K-fashion products, are reaching overseas markets through retail platforms,” Minister Kim said. “The government will continue to increase support to help Korean consumer goods reach markets worldwide.”
Meanwhile, a promotional event for K-Sale Festa took place at Hongdae Meeting Square the same day. Influencers from Korea’s five mega-regions and three special self-governing provinces gathered as festival supporters. At the event, business leaders from large retailers and small and medium-sized retail companies joined celebrity chefs and influencers in a talk show to introduce the wide range of discounts available during K-Sale Festa.
The event highlighted major sales at hypermarkets, department stores, online shopping malls, and convenience stores that began on October 29, the opening day of K-Sale Festa. It also featured discount promotions by automakers and home appliance companies that began on November 1. Five automakers are offering discounts on popular models, including midsize sedans and SUVs. Discounts start at KRW 1.5 million, with the largest exceeding KRW 10 million. Used-car companies are also participating in this year’s Korea Grand Festival to help consumers buy used cars at affordable prices. Home appliance companies are offering products ranging from major appliances such as TVs, refrigerators, and washing machines to smartphones, PCs, and mobile accessories at affordable prices.
The Korea Grand Festival’s discounts will be publicized in Korea and abroad through YouTube and social media content from influencers and K-Sale Festa supporters. Details of each company’s discount plans are available on the K-Sale Festa website (k-salefesta.co.kr). Information on cross-border e-commerce is available on the promotion’s official website (shoppingweek.org).