The Malaysian Embassy’s trade promotion arm invite South Korean fashion businesses to take part in this year’s international trade exhibition, INTRADE 2014, in Kuala Lumpur, giving the South Korean fashion sector a chance to make a splash in Southeast Asia.

Hallyu, or the Korean Wave, is pumping up demand for Korean fashion and other local cultural products, including cosmetics and accessories, throughout the Southeast Asian region, including Malaysia.

The embassy’s trade agency MATRADE is inviting local fashion businesses to INTRADE 2014 and the inaugural Malaysia Fashion Week 2014 in Kuala Lumpur from Oct. 20-22.

With a special focus on the lifestyle sector, the show covers seven trending and trading subcategories: fashion, apparel and textiles; fashion accessories, footwear and jewelry; cosmetics, toiletries, health and wellness; gifts, souvenirs and stationery; home products and services; lifestyle electrical and electronics; interiors, furnishings and fittings.

In conjunction with INTRADE 2014, Malaysia’s trade promotion agency is also inviting local fashion businesses to meet Malaysian manufacturers and exporters during a buyers and sellers meeting on the first day of the expo.

Foreign buyers selected to participate in this program will be provided with complimentary accommodation (up to a four-day, three-night stay from Oct. 19 to 22) and airport and hotel transfers. To benefit from the full program, buyers are advised to arrive in Kuala Lumpur on Oct. 19 and depart on Oct. 22.

The application deadline is Sept. 5. Interested buyers can visit www.intrademalaysia.my. For more information, contact Lee Min-kyung at (02) 739-6813~4 or email seoul.kay@matrade.gov.my.

By Philip Iglauer (ephilip2014@heraldcorp.com)