New jersey: About 100 South Korean consumer goods companies signed export deals and memorandums of understanding worth a combined US$11 million with U.S. buyers at the Korea Brand and Entertainment Expo (KBEE) in New Jersey last week, officials said Sunday.

According to Yonhap News Agency, the KBEE 2025 New York event took place from Thursday to Saturday at the American Dream Mall in East Rutherford, New Jersey, near New York City. The event aimed to boost exports of Korean consumer goods such as cosmetics, food, and fashion items, as noted by the Ministry of Trade, Industry and Resources, and the Korea Trade-Investment Promotion Agency (KOTRA).

This edition marked the first time the KBEE, now in its 25th installment, was hosted in North America, a decision driven by the growing popularity of Korean culture in the region. Of the 335 South Korean firms participating, approximately 100 secured export deals and MOUs worth a total of $11 million with buyers from North and South America.

"Our K-culture-linked export strategy, launched for the first time in North America, played a key role in helping small and medium-sized enterprises establish a local presence," an industry ministry official stated.

The next KBEE is scheduled for December in Malaysia.