A scene of the “Suwon K-DevHun Trade Mission” engaging in export consultations with European buyers. / Photo courtesy of Suwon City

Suwon Special City, together with local small and medium-sized enterprises (SMEs), has launched an export initiative in Europe—leveraging the global recognition of K-pop Demon Hunters (K-DevHun)—to pioneer new markets in the Czech Republic and the Netherlands.

The city announced on the 13th that five local beauty and food manufacturing SMEs have formed the “Suwon K-DevHun Trade Mission,” which began export marketing activities with local buyers in the Czech Republic and the Netherlands on the 11th. The strategy taps into the worldwide popularity and strong fandom of the film K-pop Demon Hunters.

The Netherlands and the Czech Republic, the destinations of the mission, rank No.1 in import volume per capita in Western and Eastern Europe respectively, making them key strategic hubs for EU trade expansion.

Ahead of the trip, Suwon City identified a total of 50 prospective buyers across the two countries. The trade mission plans to visit each buyer’s business site to conduct export consultations and promote participating products—an average of 10 buyer visits per company.

After meeting with Czech buyers on the 11th, the mission will continue visits with Dutch buyers from the 13th to the 14th. Participating companies include:

UScarePharm (skin regeneration cosmetics)
Cospaniel (salmon extract cosmetics)/SMEcolab (hand and foot nail care cosmetics)/Sungkyun Biotech (anti-fatigue health supplements)/HYERUM (tteokbokki meal kits)

A Suwon City official stated, “We organized a specialized K-beauty and K-food export mission to utilize the explosive global popularity of K-DevHun as a growth engine in the EU market,” adding, “We will systematically support the expansion of K-beauty and K-food across major EU educational and commercial hubs such as the Netherlands and the Czech Republic.”