South Korea expands global business through medical tourism and K-goods fairs

Busan is launching initiatives to expand its medical tourism sector by hosting the ‘2026 Foreign Patient Attraction Business Fair’ from the 26th to the 27th. The event features 41 medical institutions and 16 international buyers from 10 countries, including Thailand, China, the United States, and Mongolia. The fair aims to establish direct cooperation networks through one-on-one business consultations and facility tours.

Simultaneously, approximately 140 South Korean small and medium-sized enterprises are participating in the ‘K-Goods Fair’ at ASD Market Week 2026 in Las Vegas. This large-scale Korean pavilion, spanning 150 booths, focuses on promoting K-beauty and household goods to the Americas. The initiative, supported by the Korea Federation of SMEs and KOTRA, seeks to connect local businesses with major retailers such as Walmart and Costco to expand export channels into the U.S. and Latin American markets.