President Lee Visits K-Expo Mexico, Checks Export Issues: "How Much Have Tariffs Increased?"

President Lee Visits K-Beauty, K-Food, and K-Content Booths in Succession
KOTRA: "34 Deals Worth $12.5 Million Concluded in a Day"
Amorepacific: "Tariffs Up 10%, a Heavy Burden"... President Lee Asks for Details
President Samples Nongshim's 'Hangang Ramen'... First Lady Kim Hye-kyung Says, "It's Delicious"

On September 25 (local time), President Lee Jae-myung visited the site of the '2026 K-Expo Mexico' in Mexico City to review the achievements of Korean companies entering the Latin American market and to listen to local export challenges such as tariffs. By touring the booths of Korean companies targeting the local market—from K-beauty and K-food, to content, as well as automotive and home appliances—he also examined the potential for expanding exports of Korean consumer goods driven by the Korean Wave.

President Lee Jae-myung and First Lady Kim Hye-kyung are trying out an AI skin diagnostic test device at the Amorepacific booth during the K-Expo held at the World Trade Center in Mexico City on the 25th (local time). 2026.9.26 Yonhap News Agency

President Lee and First Lady Kim Hye-kyung visited the K-Expo exhibition hall at the World Trade Center in Mexico City that day. Kang Kyung-sung, CEO of Korea Trade-Investment Promotion Agency (KOTRA), said at a B2B booth, "We set this up to support small- and medium-sized enterprises in entering the Latin American market," adding, "Yesterday alone, 34 deals worth a total of 12.5 million dollars were concluded, and with today included there will likely be even more results." Upon hearing that there is much local interest in K-beauty and K-content, President Lee asked, "What about K-fashion?"

President Lee also personally checked on trade difficulties that companies face on site. At the Amorepacific booth, he measured his skin moisture and pore condition with an AI-based skin measurement device. When Kim Seung-hwan, CEO of Amorepacific, explained that K-beauty is receiving an enthusiastic response and the company is aiming for more than tenfold growth within five years, but that tariff increases on countries lacking an FTA with Mexico are a burden, President Lee's expression grew serious.

President Lee immediately asked, "By how much have the tariffs increased?" When CEO Kim answered, "About 10%," the president nodded in understanding. At the LG Household & Health Care booth, a local official also brought up tariff issues as a key concern, and President Lee listened attentively.

He also showed keen interest in products combining K-content with advanced technologies. At the Cake booth, a Naver edtech subsidiary, he looked at services that help users learn Korean language and culture using BTS content. After hearing an explanation of educational products using BTS voices, song lyrics, and cooking recipes, First Lady Kim asked, "How much do they cost?"

President Lee Jae-myung listens to an explanation from CEO Jo Yongchol at the Nongshim booth at the K-Expo held at the World Trade Center in Mexico City on the 25th (local time). 2026.9.26 Yonhap News Agency.

The president also visited the booths of Kia, Samsung Electronics, and LG Electronics in succession. He received explanations about the Kia Seltos Hybrid, Samsung Electronics' Korea-tailored lifestyle products, and transparent OLED displays from LG Electronics.

At the K-food area, the president tasted some of the products himself. At the Binggrae booth, he examined the brand's banana-flavored milk and Melona, and at the Nongshim booth, he and the First Lady sampled the so-called "Hangang Ramen." After tasting the ramen, the First Lady remarked, "It's delicious," and President Lee encouraged other attendees to try it as well.

When the Nongshim representative explained that the featured stir-fried noodles were developed for the overseas market, President Lee showed interest by asking, "What kind of noodles are these?" As he moved through the exhibition hall, President Lee and the First Lady waved to Mexican citizens taking photos and agreed to pose for selfies upon request.

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