By Reporter Lee jon young

The Ministry of Culture, Sports and Tourism organized the "K-Content Expo in UK" at the Queen Elizabeth II Centre (QEII) in London from July 24-27, the ministry said.

Launched in 2016, the K-Content Expo focuses on B2B in the content sector and has promoted Hallyu (Korean Wave) content to major emerging and potential markets, while supporting exports of domestic companies.

The participants in the UK event included 35 Korean firms and 60 buyers from Europe, said Korea.net, the official website of the Republic of Korea. During the four-day expo, business meetings that will involve one-on-one export consultations, a seminar on content, events to attract investment in the content sector and a networking reception will be held.

On the first day, July 24, a seminar on widening exchanges in the content industry was held where participants will discuss Korean webtoon's advancement onto the world market, the arrival of an era of over the top (OTT) services, and the expansion potential of intellectual property in the content sector.

The next day, the networking session was held for officials from Korean content firms and invited overseas buyers.

During the three-day business meetings from July 25-27, the expo provided assistance with the signing of memorandums of understanding when consultation participants agree on export contracts.

The culture ministry said in a press release, "We will host such expos this year in the U.S. and Mexico in September, Belgium and the United Arab Emirates in November, after starting with the U.K., in order to spread the appeal of Korean content in Europe, North America and the Middle East."