[COVERAGE] Korea Brand & Entertainment Expo in Singapore feat. Honorary Ambassadors Song Ji Hyo, Lee Junho, SNUPER & Asia Rookie Boy Story.


Korea Brand & Entertainment Expo (KBEE) 2018 Singapore was hosted in Singapore Marina Bay Sands Convention for two days from November 1st to 2nd. Earlier this year, KBEE was held in Moscow on May 14th and 15th with ambassadors Ha Ji Won, INFINITE, NCT 127.

KBEE is a comprehensive Korea Brand & Entertainment Expo where fans can experience Hallyu through products exhibition of Korea’s excellent and competitive small and mid-sized enterprises. The exhibition consisted of 6 zones: K-Beauty, K-Fashion, K-Life Style, K-Services, K-Healthcare, K-Food where products from more than 100 various Korean companies were introduced.

Honorary Ambassadors of KBEE 2018 Singapore.JPG

For Singapore’s stop, Honorary ambassadors Song Ji Hyo, Lee Junho (2PM), SNUPER and Asia Rookie BOY STORY were part of the line up for the Opening Ceremony held on November 1st.

The Opening Ceremony officially started with an international group of children performing to High School Musical’s “We’re all in this together” which commemorates the partnership between Singapore and Korea. Thereafter, Honorary ambassadors were presented with a token of appreciation and representatives from different organisations were invited up on stage for a group photo. It was a spectacular sight as paper planes of many different colours flew across the venue.


With an average age of thirteen, Asia Rookie Boy Story kicked off and hyped the concert with “Enough”, “Handz Up”, “Jump Up” and “How Old R U”. Boy Story is a new concept group of JYP Entertainment China and Tencent Music Entertainment Group.


Actress Song Ji Hyo then appeared on stage for a special interview where she shared beauty tips with fans. She also expressed her love for Singapore’s Chilli crab!


Next-generation K-Pop idol SNUPER then performed to their latest comeback title song “You In My Eyes” and continued with “Starry Winter Night”, “Tulips” and “The Star of Stars”.


The event ended when last performer of the concert, Lee Jun Ho of 2PM then took the stage with “CANVAS” and “WOW” with his dancers. During “WOW”, he even surprised the audience by coming down from stage to the seats to get close to his fans!

WIN a signed Lee Junho KBEE T-Shirt!

Q: KBEE’s exhibition consisted of 6 zones. Name 3 zones.

Guidelines for participants:

1. Must be following @KBeatsSG on Twitter.

2. Tweet the answer to the question in the article with hashtags #KBeatsSGGiveaway #KBEE2018Singapore #KBEE2018


We would like to express our gratitude to the organisers  for the invitation to cover the KBEE Opening Ceremony!

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