The Ministry of SMEs and Startups (MSS) and the Korea Small Enterprise and Market Service (SEMAS), in collaboration with Leap Innovation Co. Ltd., announced today the opening of the “2025 Global Showroom” Pop-Up Store at The Exchange TRX in Kuala Lumpur.
Running from December 1 to December 14, this government-backed initiative is themed “The Radiant Korea World Showcase.”
It aims to provide Korean Small and Medium Enterprises (SMEs) with a vital platform to test the Malaysian market.
The programme also helps them gather real-time consumer feedback and secure crucial export partnerships.
Strengthening Korea & Malaysia Bilateral Trade and SME Growth
This event serves as a strategic extension of the South Korean government’s aggressive policy to globalize its SME sector and boost export competitiveness.
By establishing a physical presence in a dynamic commercial hub like The Exchange TRX, the MSS and SEMAS are demonstrating a direct commitment to strengthening economic ties with Malaysia.
Key Initiative Highlights:
Government Mandate
The Global Showroom is a core component of the MSS’s support program, aimed at mitigating initial export risks for small businesses and building a sustainable foundation for overseas sales.
Market Intelligence
The pop-up is not merely a sales event; it is a live market research engine. On-site, real-time consumer insights, including:
- Purchase feedback
- Price suitability
- Packaging preferences
will be meticulously collected.
This data will be compiled into a detailed report to help the 25 participating companies localize their strategy and product improvement for the Southeast Asian market.
Direct Export Opportunities
The program includes structured, one-on-one buyer consultation sessions with Merchandising Directors (MDs) from major Malaysian retail platforms.
This is a critical function to translate market presence into tangible export contracts.
Malaysia is recognized as a key gateway to the Southeast Asian market.
This program provides the practical bridge for innovative SMEs to verify local consumer response while directly connecting them with buyers.
This strategic support is essential for nurturing our small businesses into global export leaders.
The Latest in K-Beauty and K-Food Trends Arrives
For Malaysian consumers, “The Radiant Korea World Showcase” is an immersive, one-of-a-kind cultural experience. It reflects the latest surge of the Korean Wave (Hallyu).
Located on the highly trafficked Ground floor of The Exchange TRX, the pop-up offers an exclusive chance to interact directly with new-to-market Korean brands.
Consumer Experience Highlights:
Curated Selection
The event focuses heavily on two of Korea’s most influential categories:
- K-Beauty (skincare, makeup, and personal care)
- K-Food (healthy meals, snacks and specialized beverages)
Interactive Discovery
Visitors are encouraged to directly test products and participate in tasting sessions in dedicated zones.
This hands-on approach allows consumers to naturally discover the quality and innovation behind each brand.
Digital Engagement
The two-week event will feature a variety of interactive programs, including:
- Engagement with local Key Opinion Leaders (KOLs) and influencers
- Giveaway events
That will amplify the event’s reach across digital platforms.
The Exchange TRX is the perfect stage for these premium Korean brands to connect with trend-setting, affluent consumers.
