Daegu Haany University opens Latin American market for K-MEDI products in Guatemala

Daegu Haany University conducted a Latin American market development initiative in Guatemala from Aug. 4 to 6, building government, institutional and corporate cooperation networks, conducting local consumer market research and holding export consultation sessions as part of the K-MEDI Silk Road New Market Pioneer program under the Ministry of Education's Glocal University Project.

Six companies from North Gyeongsang Province participating in the K-MEDI Silk Road program joined the initiative, gauging real market-entry prospects by assessing consumer responses and holding business consultations with local buyers.

On Aug. 4, the university took part in the 2nd Korea-Guatemala Business Cooperation Forum, hosted by the Guatemalan Embassy in Seoul and held at the Guatemalan Presidential Palace.

The delegation presented the K-MEDI Silk Road project's vision, key achievements and global expansion cases to officials from Guatemala's ministries of economy and foreign affairs as well as prominent figures from government and business circles, exploring ways to expand industry-academia-research cooperation and corporate market entry between the two countries.

Participants particularly highlighted results from operating a global co-brand and overseas flagship stores, along with cooperation cases with overseas universities and companies, making the case for the K-MEDI biotech health industry's potential to enter the Latin American market.

Byun Chang-hoon, president of Daegu Haany University, said the university would "continue to actively support local companies in pioneering overseas markets and establishing local business operations, drawing on its global industry-academia-research network."