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Project

The K-Beef Event: Introduce Hanwoo Beef to the Cambodian Market

What is K-Beef?

The K-Beef event on August 28, 2023, marked the first time Cambodia imported South Korea’s premium Hanwoo beef. This significant achievement serves as a stepping stone for the potential expansion of Korean beef into other countries within Southeast Asia. The K-Beef event execution was supported by SINASEAN Vietnam and Influence Agency. Sinasean Vietnam functioned as a bilateral trade support organization, while Influence Agency was responsible for media outreach and event coordination.

What were the challenges?

The challenge was to introduce Hanwoo beef to the Cambodian market, forge a closer connection with Cambodian consumers, and highlight the quality of Hanwoo beef during the event. As K-Beef was an international event, we must not make any mistakes in coordinating the event. Our commitment was to ensure that the guests had an experience that befitted the significance of this event.

What did we do?

To ensure broader awareness of this event, Influence Agency collaborated with 8 local newspapers to capture photographs and provide coverage. In order to match the grandeur of the event, Influence Agency chose the prestigious 5-star Rosewood Hotel as the venue. Renowned in the Cambodian capital for hosting high-level meetings, board gatherings, and elite business events, the Rosewood Hotel offers the ideal setting and culinary options to exude a level of professionalism, befitting the significance of the event. The event backdrop was thoughtfully designed, blending the colors of the Korean and Cambodian flags, symbolizing the strong diplomatic ties between the two nations. The predominant shade, a deep blue, signified elevation and opulence.

Results

The K-Beef event unfolded seamlessly with over 100 attendees, including high-ranking officials from both countries, representatives from the food industry, and members of the press. We recorded over 6,000 views on K-Beef-related articles published in local newspapers with which we collaborated.