K-Food Debuts in Guatemala... Largest-Ever Korean Pavilion Operated

KOTRA and the Ministry of Agriculture, Food and Rural Affairs Seek Market Diversification in Latin America
Korean Pavilion and Cooking Shows Hosted in Cooperation with Local Buyers

The Korea Trade-Investment Promotion Agency (KOTRA) and the Ministry of Agriculture, Food and Rural Affairs successfully concluded the largest-ever K-Food promotional and consultation event in Guatemala, a core economic hub in Central America, in line with the ongoing Korean Wave in Latin America.

KOTRA and the Ministry of Agriculture, Food and Rural Affairs announced on the 14th that they operated a Korean pavilion at the 'Feria Alimentaria 2026' food expo held at the Tikal Futura Hotel Convention Center in Guatemala City from the 7th for three days (local time). Following the expo, on the 10th, they hosted the 'Guatemala Korean Food Night (Muestra Gastronomica)' event.

This event was organized to focus on the Guatemalan market, one of the ten overseas strategic countries designated by the Ministry and KOTRA for diversifying K-Food export markets.

The Korean pavilion at this year's expo featured products from a total of 43 Korean food companies, including one local business on a business trip. KOTRA, in cooperation with four major local buyers and the local diplomatic mission, operated an experiential Korean pavilion where visitors could taste products and have consultations. At the site, professional chefs were invited to hold cooking shows and tasting sessions twice daily. In addition, in collaboration with the Santiago Trade Office in Chile, cross-agency consultations were facilitated for two companies seeking promotional support. Seungki Kim, Director of KOTRA's Guatemala Trade Office, also delivered a special lecture at the expo conference on the theme of 'Korea-Guatemala Cooperation and K-Food.'

At the 'Guatemala Korean Food Night,' seven Korean dishes, including braised oxtail, chicken, and bibimbap, were showcased in partnership with local Korean restaurants using ingredients supplied by participating companies. Local government and business leaders, restaurant industry representatives, and media professionals attended, giving high marks to the potential for localizing Korean food ingredients as menu items in Guatemalan restaurants.

Deukhwan Kim, Ambassador of the Republic of Korea to Guatemala, stated, "K-Food is the most familiar medium for sharing our culture. We expect that operating the Korean pavilion this time will extend local consumer interest to the distribution and restaurant sectors, further expanding Korea–Guatemala economic and cultural exchanges."

Seungki Kim, Director of KOTRA's Guatemala Trade Office, said, "Guatemala is a major market in Central America, connecting North and South America, and serves as a key base for Korean culture, with both modern and traditional distribution networks coexisting. We will highlight what makes K-Food unique and work closely with embassies and local buyers to expand the popularity of Korean culture throughout the Americas, fully playing the role of a bridgehead for K-Culture."

KOTRA headquarters exterior. KOTRA

This content was produced with the assistance of AI translation services.