Brewing Ingredients Promotion Activity

June – September, 2025

Seoul and Busan, Korea

ATO Seoul plans to carry out the sixth “Korea-U.S. Collaboration Brewing Project” activity. ATO will recruit ten local brewers for the project. The objective of the activity is to introduce new hop products and to promote other U.S. ingredients to Korean breweries. It also aims to increase public awareness of craft beer using U.S. ingredients. The recipes will be shared with brewmasters across the country. 10 breweries will brew 10 different beers in four categories, and five different U.S. craft beer ingredients will be highlighted through the event.

ATO Seoul
Tel: 82-2-6951-6845
Fax: 82-2-720-7921
Email: chunhr@state.gov

Reverse Trade Mission to SuperZoo 2025

August 13-15, 2025

Las Vegas, NV

Korea’s pet food market has experienced strong growth alongside a growing trend of pet humanization, leading to an increase in consumer demand for a variety of quality products. To tap into this market potential, ATO Seoul is organizing a group of Korean pet food buyers to explore high-quality U.S. products at SuperZoo 2025, the largest North American pet industry show, held in Las Vegas, Nevada, this August.

The program, consisting of trade show participation and field trips, aims to help Korean buyers stay updated with the latest industry trends, gain a better understanding of U.S. pet food offerings, and build networks with U.S. suppliers. This initiative is expected to create greater business opportunities for both U.S. and Korean companies.

ATO Seoul
Tel: 82-2-6951-6852
Fax: 82-2-720-7921
Email: leejh2@state.gov

American Pavillion at the 2025 Nowon Craft Beer Festival

August 29-31

Seoul, Korea

American craft beer faces elevated competition in South Korea as local Korean craft beer industry continues to expand while export-oriented competitors deploy aggressive promotions. Furthermore, many Korean consumers as well as beer traders lack understanding about the value, quality, and diversity that American craft beer has to offer. To support the export of U.S. beer in Korean market, Post will organize a U.S. pavilion at the Nowon-gu Craft Beer Festival in July 2025. Eight U.S. craft beer importers will participate in the activity and over 100,000 Korean consumers is expected to visit the festival.

ATO Seoul
Tel: 82-2-6951-6845
Fax: 82-2-720-7921
Email: chunhr@state.gov

Reverse Trade Mission to the 2025 IBIE Baking Expo

September 13-17, 2025

Las Vegas, NV

ATO will lead a trade delegation of 8 Korean bakery industry buyers to the 2025 IBIE Baking Expo held in Las Vegas in September 2025. The buying mission will promote American ingredients within Korea’s strong and growing bakery sector. The bakery industry was valued at 3 billion USD in 2023 and is estimated to grow to 3.5 USD in 2026. Korean bakery industry relies heavily on imported commodities and ingredients. IBIE Baking Expo is the largest and most comprehensive baking industry event that is held every three years. Korean buyers will discover the latest trends and innovations and will have the opportunity to meet with top U.S. suppliers. IBIE 2025 is one of the largest grain-based food event, hosted by the American Bakers Association (ABA), Bakery Equipment Manufacturers and Allieds (BEMA) and the Retail Bakers of America (RBA), proceeds from the show are reinvested back into the industry.

ATO Seoul
Tel: 82-2-6951-6845
Fax: 82-2-720-7921
Email: chunhr@state.gov