Location
Seoul, South Korea
Dates
June 14–20, 2025 (includes travel days)
Influence industries worldwide
A delegation of Utah consumer product companies hit the ground in South Korea for a week of hands-on market exploration. From Korean consumer trends and legal insights to logistics, e-commerce (shoutout to Coupang — the “Amazon of South Korea”!) and distribution strategy, the group covered serious ground and built valuable new connections.
Backing this momentum is Utah GOEO Asia, a strategic initiative in South Korea, led by WTC Utah’s TS Chung and Jihyun Kim. Launched last fall, the initiative is a partnership between the Governor’s Office of Economic Opportunity (GOEO) and the University of Utah’s Asia Campus. While Utah has had a presence in the region for decades, this partnership reflects a renewed focus on deepening ties with one of the world’s most important economic hubs.
Based in Seoul, the team helps Utah companies expand exports, attract investment, and navigate Asia’s dynamic markets. And with Delta’s new nonstop flight from Salt Lake City (SLC) to Seoul-Incheon (ICN), those connections just got a whole lot easier.
Our all-star lineup included Atomic FI, Essence Ring, My Medic, NOMATIC, Soapcreek Manufacturing, and Utah representatives Cal Roberts and Doug Fiefia.
Industry focus area: Consumer products
This business trip is open to Utah companies across the consumer products ecosystem, particularly in the beauty, wellness, fashion, and retail-products sector. The delegation will meet with key partners, including Coupang — the largest retailer in South Korea (think of it as Korea’s Amazon). Coupang simplifies market-entry, offering a direct path to one of the world’s most trend-driven markets.
Why South Korea?
South Korea sets global trends — from beauty and fashion to entertainment and retail innovation. With high consumer expectations for quality, innovation, and branding, it ranks among the world’s top 10 beauty markets and is home to cutting-edge retail and e-commerce platforms.
With more than 200 Utah companies doing business in South Korea, our state has forged deep personal and business ties, creating a solid foundation for long-term economic partnerships. These connections are only strengthened by the University of Utah’s Asia Campus and the newly launched Utah chapter of the Korean American Chamber of Commerce.
Last fall, Gov. Spencer Cox led a delegation of 47 industry leaders to South Korea to strengthen relationships and forge partnerships. This trip builds on that momentum, providing direct access to its influential consumer market and the partners who can help your brand succeed.
