American Pavillion at the 2025 Nowon Craft Beer Festival

From August 29-31 ATO Seoul hosted a U.S. Pavilion in the international section of the Nowon District Craft Beer Festival with eight U.S. craft beer importers representing over 60 products from 19 U.S. breweries. Through out the three-day event, more than 120,000 visitors came to the festival to enjoy craft beer. The U.S. Pavilion supported the export of U.S. beer in Korean market but also enhanced consumers' understanding on the value, quality, and diversity that American craft beer has to offer. Minister Counselor Kelly Stange and Agricultural Trade Office Director Lisa Allen participated in the opening ceremony along with the Nowon District Mayor, the National Assembly Speaker, and other third-country embassy representatives.

Reverse Trade Mission to SuperZoo Pet Food Show in Las Vegas

Post led eight buyers from six import and distribution companies from Korea’s pet food industry to SuperZoo in Las Vegas in August 2025. The program, including trade show attendance, business meetings and site visits, aimed to highlight the high-quality U.S. pet food products and encourage buyers to explore business potential especially after ROK’s regulatory change allowing U.S. pet food products containing ruminant ingredients. Four companies were new to any kind of U.S. trade missions, and the buyers engaged with over 300 U.S. exhibitors and expect 1.8 million USD in sales over the next 12 months.

American Whiskey Masterclass in Seoul

ATO Seoul, in cooperation with the American whiskey company Brown-Forman, held a whiskey masterclass ‘American Whiskey Experience’ on July 25, 2025. The masterclass took place at the Seoul Bar & Spirits Show, one of Korea's leading spirits-focused events, featuring around 200 brands and attracting 40,000 visitors over three days. Led by Mr. Terry Kim, the first Korean bartender named in the Bar World 100 by Drinks International, the session introduced the history and unique characteristics of American whiskey, followed by a tasting of three different whiskeys. The venue was filled with over 50 industry professionals and whiskey enthusiasts.