Pop-up 2025 Global Showroom in TRX showcases K-culture’s next wave

The “2025 Global Showroom” pop-up store under the theme “Radiant Korea World Showcase” has opened at The Exchange TRX in Kuala Lumpur, running from December 1 to December 14, 2025.

The initiative launched by South Korea’s Ministry of SMEs and Startups (MSS) and the Korea Small Enterprise and Market Service (Semas), in collaboration with Leap Innovation Co Ltd, aims to provide Korean small and medium enterprises (SMEs) with a vital platform to test the Malaysian market, collect real-time consumer feedback and secure crucial export partnerships.

The two-week event spotlights 25 Korean SMEs, showcasing the latest new-to-market Korean brands in K-beauty and K-food.

The event serves as a strategic extension of the South Korean government’s policy to globalize its SME sector and boost export competitiveness.

By establishing a physical presence at The Exchange TRX, a landmark commercial hub in Kuala Lumpur’s modern retail and financial district, the MSS and Semas are demonstrating a direct commitment to strengthen economic ties between South Korea and Malaysia.

The Global Showroom is a core component of the MSS’s support program, aimed at mitigating export risks for Korean SMEs entering Southeast Asia, and building a sustainable foundation for overseas sales.

On-site, real-time consumer insights, including purchase feedback, price suitability and packaging preferences will be 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.

The showcase includes dedicated, structured one-on-one buyer consultation sessions connecting the 25 participating brands directly with merchandising directors from major Malaysian retailers to secure tangible export contracts.

For Malaysian consumers, the Radiant Korea World Showcase offers an immersive cultural experience to interact directly with new-to-market Korean brands, focusing on two of Korea’s most influential categories: K-Beauty (skincare, makeup, and personal care) and K-Food (healthy meals, snacks and specialized beverages).

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.