At a bustling restaurant in Seoul’s Jongno District on November 13, 2025, Kang Kyung-sung, President and CEO of the Korea Trade-Investment Promotion Agency (KOTRA), addressed reporters with a palpable sense of optimism. Marking his first anniversary in office, Kang’s message was clear: Korea’s export landscape is undergoing a seismic transformation, and the country is poised to make history by reaching $1 trillion in annual exports.
"I’ve recently caught a feel for consumer goods," Kang quipped at the press briefing, as reported by Korea JoongAng Daily. But his tone quickly turned serious as he explained that this surge in consumer goods exports signals a “structural shift” in Korea’s export strategy, not a fleeting trend. The numbers back him up: from January to September 2025, Korea’s exports of consumer goods rose by 6.6 percent year on year, hitting an all-time high. Even more striking, cosmetics exports are projected to surpass food exports for the first time ever, a testament to the growing global appetite for all things Korean—from beauty products to K-pop and K-content.
According to The Korea Times, Kang underscored that Korea had already achieved $579 billion in exports as of October 2025, the highest figure ever recorded for that period. Small and medium-sized enterprises (SMEs) played a pivotal role, posting a record quarterly export volume of $30.5 billion in the third quarter. Kang emphasized that these SMEs are not just along for the ride—they’re helping steer the ship. "Market, product, and exporter diversification will be essential to reaching the $1 trillion milestone," he told the assembled press.
This diversification is not just about spreading risk; it’s about seizing new opportunities. KOTRA, under Kang’s leadership, is aggressively shifting Korea’s export focus toward emerging markets such as India and Southeast Asian countries. The agency also aims to expand the global reach of Korea’s new growth drivers—consumer goods, defense systems, and bio products—while working to increase the number of exporting SMEs from last year’s 96,000 to 100,000 by the end of 2025.
But why are Korean consumer goods suddenly in such high demand? Kang attributes this to a shift from what he calls “emotional preference” to “trust-based consumption.” As he explained, "Essential goods that we eat, apply and wear require an emotional connection before purchase decisions are made." That emotional connection, fueled by the global popularity of Korean culture, has matured into genuine trust in the quality and reliability of Korean products. This, in turn, has allowed Korea—a nation of just 52 million people and 7.5 million overseas Koreans—to win over consumers worldwide, even in markets long dominated by traditional economic heavyweights like the United States and Europe.
Yet, the road to $1 trillion in exports is not without its bumps. Tariff challenges remain a significant hurdle, especially for SMEs venturing into the U.S. market. While Korea and the United States reached a tariff agreement in October 2025, Kang acknowledged that many smaller companies still struggle with the complexities of the American tariff system. To help, KOTRA launched its “Tariff Response 119” initiative in February 2025, providing 8,400 consultations through October and establishing help desks at 20 overseas trade centers to resolve on-the-ground business difficulties.
KOTRA’s efforts extend well beyond tariffs. The agency’s global network has grown to 131 offices across 85 countries since Kang took office, reflecting a broader strategy to support Korean businesses wherever opportunities arise. In 2025, KOTRA secured a record 96.3-billion-won budget for its countertariff corporate voucher program, supporting 2,248 exporters. SME exports reached $87 billion through September, up 5.8 percent year on year, while consumer goods exports—including food, beauty items, daily necessities, fashion, and pharmaceuticals—increased by 6.6 percent as of August, setting yet another record.
Kang is also looking to the future, betting big on artificial intelligence. KOTRA was selected by the Ministry of Economy and Finance in October 2025 as one of ten state-run agencies to spearhead AI adoption in Korea. Kang announced that the agency will concentrate its capabilities on helping Korea become one of the world’s top three AI powerhouses. "KOTRA is no longer just promoting trade and investment," he said. "We are now stabilizing supply chains, attracting foreign talent in future industries, and engaging in defense and economic diplomacy."
Supply chain resilience is another top priority. With nontariff barriers expected to intensify in 2026, KOTRA is seeking to increase its budget for supply chain stabilization by 30 billion won (about $20 million) from this year’s 4.6 billion won. Kang outlined plans to strengthen supply chain stability through early monitoring and proactive response on critical minerals, diversification of import sources, and support for domestic production capacity. "If this year was the year of tariff negotiations, next year will be defined by intensified competition over supply chain reorganization," Kang declared.
KOTRA’s impact is already being felt on the world stage. At Korea’s hosting of the Asia-Pacific Economic Cooperation (APEC) summit in November 2025, the agency connected 4,042 firms from 70 countries with 6,900 Korean companies, resulting in a record 40,000 business consultations in October alone. The Invest Korea Summit in late October saw KOTRA attract $1.21 billion in foreign investment to the AI, semiconductor, and future mobility sectors—the highest-ever amount for a single investment promotion event.
Looking ahead, Kang’s vision is both ambitious and pragmatic. He sees 2026 as the year Korea will lay the groundwork to join the ranks of the world’s top five export powerhouses. This will require not only adapting to shifting global demand but also harnessing new technologies and forging strategic partnerships across continents. As Kang put it, "We will do our utmost to strengthen supply chain stability through early monitoring and proactive response on critical minerals, diversification of import sources and support for domestic production capacity."
In a world where global trade is increasingly volatile and competition is fierce, Korea’s export strategy offers a compelling case study in adaptation and resilience. The nation’s ability to pivot from B2B manufacturing to high-quality B2C consumer goods, leverage cultural capital, and invest in next-generation technologies may well determine its place in the global economic hierarchy for years to come.
For now, one thing is certain: with Kang Kyung-sung at the helm and KOTRA’s ambitious agenda in motion, Korea’s export engine is running hotter than ever, and the world is taking notice.
