Moon Ga-young Becomes CEO of Global K Culture...Malaysia's Korean Wave Fair Promotional Ambassador Appointed
Nov 25, 2025
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The Ministry of Trade, Industry and Energy and the Korea Trade-Investment Promotion Agency (KOTRA) held a ceremony to appoint an ambassador for the "2025 Kuala Lumpur Hallyu Expo" at their headquarters in Seoul on the 24th and appointed Moon Ga-young as an official ambassador. Moon Ga-young will hold various official schedules on behalf of the '2025 Kuala Lumpur Hallyu Expo (KBEE 2025 Kula Pumpur)' to be held in Malaysia from December 11.
The 'Korean Wave Expo (KBEE)' is a global event that supports exports of the K-consumer goods and content industry based on the influence of the Korean Wave, and has been held every year since 2010. Malaysia, this year's venue, is considered a country with a particularly high consumption of Hallyu content in the ASEAN region, and is attracting attention as a growth axis for the global consumer goods market.
Moon Ga-young plans to actively promote the value of Korean culture and brands through local participation events such as opening ceremonies, fan signings, and donation campaigns. "I am truly honored to be with you as a promotional ambassador for this year's exhibition in Malaysia, the chair country of ASEAN," he said. "I will try to communicate more with local fans and promote Korean culture."
Moon Ga-young secured a global fandom with the tvN drama 'Goddess Advent' in 2020, and is currently on a fan meeting tour in Asia. He is also the first MC of music entertainment on Mnet's global band Survival "Stillheart Club". It is also set to return to the screen at the end of the year through the movie 'If We', which will be released on December 31.
mj.cho@sportschosun.com
