KOTRA opens Korean shop at U.S. air base to encourage companies to enter the U.S. - Korean media

The Korea Trade-Investment Promotion Agency (KOTRA) announced on the 19th (local time) that it has opened "Shop Korea," a permanent store selling consumer goods by Korean companies, at an air force base in California, USA.
The store, which was opened in collaboration with local governments in South Jeolla and South Gyeongsang provinces, will operate for six months from August to February 2025.
KOTRA will oversee the entire process, including approval of store openings within the U.S. military base, construction, salespeople, and personnel management.
The program also plans to actively encourage participating companies to promote their products in order to raise awareness of Korean products.
The participating companies, who will provide products, will use this opportunity to enter major supermarkets in the United States.
- This will allow the company to build up a track record for entering the market and participating in public sector procurement projects. Furthermore, based on the consumer preferences and sales results obtained here, the company may be considered for supplying military goods to the U.S. military in the future.
"Opening a store on a military base is only possible after passing strict screening criteria," said Park Geun-hyun, director of KOTRA's Los Angeles Trade Center.
"This will be a valuable achievement for participating companies looking to expand into the U.S."