Korea Agro-Fisheries and Food Trade Corporation (aT), in collaboration with the Korea Tourism Organization (KTO), organized a K-FOOD consumer experience promotional event in connection with the K-POP Festival at Dongshan Music Square in Chengdu, China. This event, aligned with the local K-POP fan club festival, aimed to promote Korean agricultural products to fans familiar with Korean culture, offering an opportunity to introduce and experience various aspects of K-food and K-lifestyle to local Korean Wave enthusiasts.

Significant events included promoting through online social media, hosting a K-POP fan club festival, and operating a Korean agri-food experience booth. For the online promotion, popular local KOLs (Key Opinion Leaders) advertise the festival. At the same time, offline events featured K-POP performances, K-FOOD experience booths, and Korean food experience events such as making gimbap and playing games involving alcohol. The Korean food experience booth showcased various Korean products, including teas, noodles, beverages, alcoholic drinks, sauces, ginseng, and processed rice products. Alcohol and beverages, in particular, have become very popular among young people due to the variety of flavors and promotions aimed at young people.

Approximately 4,940 people attended the event, and visitors' interest in Korean food products increased significantly, with favorability rising by 47.72% and purchase intention by 75.53% before and after the event. The event was a great promotional opportunity for consumers familiar with Korean culture, allowing them to experience agricultural products firsthand.