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

On September 25 (local time), President Lee Jae-myung visited the site of the '2026 K-Expo Mexico' in Mexico City. He reviewed the achievements of Korean companies in their entry into the Latin American market and listened to local challenges regarding exports, such as tariffs. Touring the booths of Korean companies targeting the local market, from K-beauty and K-food to content, automobiles, and home appliances, he also considered the potential for expanding the export of Korean consumer goods driven by the Korean Wave.

President Lee Jae-myung and First Lady Kim Hye-kyung are experiencing an AI skin diagnosis tester 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 Photo by Yonhap News Agency

President Lee and First Lady Kim Hye-kyung visited the K-Expo exhibition hall held at the World Trade Center in Mexico City that day. Kang Kyung-sung, President of the Korea Trade-Investment Promotion Agency (KOTRA), explained at the B2B booth, "This was organized to support the entry of small and medium-sized enterprises into the Latin American market," adding, "Just yesterday, there were 34 deals worth 12.5 million dollars, and if we count up to today, there will be even more results." Upon hearing that there is keen interest in K-beauty and K-content, President Lee asked, "What about K-fashion?"

President Lee also directly addressed the trade challenges experienced by companies on site. At the AmorePacific booth, he measured his skin's moisture and pore conditions using a device utilizing artificial intelligence (AI). When Kim Seung-hwan, CEO of AmorePacific, explained that there is strong demand for K-beauty and a goal to grow more than tenfold within five years, but that increased tariffs on countries without Free Trade Agreements with Mexico are posing a burden, President Lee's expression grew serious.

President Lee immediately asked, "By how much have tariffs increased?" When CEO Kim responded that they had risen by about 10%, he nodded in understanding. When a local official at the LG Household & Health Care booth also raised tariffs as a major issue, President Lee listened attentively to the explanation.

He also showed interest in products that combine K-content and cutting-edge technology. At the Cake booth, an education technology subsidiary of Naver, he explored services that utilize BTS content to teach the Korean language and culture. After hearing explanations about educational products using BTS's voices, lyrics, and even cooking methods, First Lady Kim asked, "How much do they cost?"

President Lee Jae-myung is listening to an explanation from CEO Jo Yongchul at the Nongshim 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 also stopped by the booths of Kia, Samsung Electronics, and LG Electronics in succession. He listened to explanations regarding Kia's Seltos Hybrid, Samsung Electronics' Korean lifestyle integration products, and LG Electronics' transparent OLED display.

At the K-food section, President Lee personally tasted some of the products. At the Binggrae booth, he examined Banana Flavored Milk and Melona products, and at the Nongshim booth, he and the First Lady sampled what is popularly known as "Hangang Ramen." After tasting the ramen, the First Lady remarked, "It's delicious," and President Lee encouraged others present to try it as well.

When the Nongshim representative explained that it was a stir-fried noodle developed for overseas markets, President Lee showed interest by asking, "What kind of noodle is this?" While moving around the exhibition hall, he and the First Lady greeted Mexican citizens taking photos by waving and also obliged requests for selfies.

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