As preparations intensify for the Asia-Pacific Economic Cooperation (APEC) Summit, scheduled to take place in Gyeongju from 31 October 28-31, anticipation is growing within South Korea’s business community, The Chosun Daily reports. The annual meeting, which brings together leaders from 21 member economies, serves as a vital platform for advancing regional cooperation and trade. This year’s summit is expected to attract significant global attention, with both US President Donald Trump and Chinese President Xi Jinping likely to attend.

Many South Korean companies are viewing the event as a prime opportunity to promote their brands, build partnerships, and support the summit’s success. Chey Tae-won, chairman of the Korea Chamber of Commerce and Industry, recently visited China to encourage participation from government and business representatives. During his trip, he met with Vice Premier He Lifeng and Ren Hongbin, chairman of the China Council for the Promotion of International Trade (CCPIT), to discuss the APEC CEO Summit, a key side event. CCPIT plans to send a 100-member Chinese business delegation.

Major firms such as HS Hyosung and Kolon Group are taking leading roles, while LG has rolled out promotional bus adverts across Gyeongju. Food brands like Nongshim, CJ CheilJedang, and Kyochon F&B will also contribute through themed products and sponsorships. An industry representative remarked that the summit offers a rare opportunity for global exposure and marketing.

As global power dynamics continue to shift, South Korea’s active role in hosting and mobilising business engagement at APEC highlights its growing influence in regional diplomacy. Beyond the optics of marketing, the event could mark a pivotal moment for South Korean firms to deepen economic ties and assert their presence as key players in shaping Asia-Pacific cooperation.