South Korea steals spotlight at International trade fair with smart lifestyle products

A Korean wave swept over the India International Trade Fair (IITF) this year, not because of K-pop or dramas, but a strong line-up of smart, consumer-friendly business products. On the final business day of the fair on Tuesday, South Korea stood out in the international pavilion with its practical gadgets, eco-friendly filters, innovative skincare and lifestyle technologies designed for everyday use. The fair opened its gates for the general public from Wednesday.

Unlike other countries which largely showcased retail-ready goods, South Korea mainly focused on B2B products and partnerships. From portable LED water flossers to nano-dustproof window filters, aroma-infused showerheads and vegan skincare, Korean exhibitors aimed to tap into India’s expanding market for smart, health-conscious and lifestyle-focused products.

The most talked-about innovation was Feelter, a nano dustproof screen, designed to improve indoor air quality. Explaining the concept, Shivangi, a representative of the brand, said, “It’s a multi-layered nano filter that captures fine dust and pollen while still allowing ventilation. Since pollution forces us to keep our windows shut, this filter lets clean air come in without the pollutants. It traps dust as small as 2.5 microns. It also requires zero maintenance and can be washed easily.”

Another crowd favourite came from Runslow, a Korean skincare brand under its parent company, Offgrid, which showcased vegan and cruelty-free products. Priya, representing the brand, said, “Run Slow’s philosophy is simple, it slows the process of aging. Our products target anti-aging, pigmentation and wrinkles. We had five products but have already sold out three. Only the Sun Ampoule and the nourishing ceramide cream remain.”

She added that the sunscreen, formulated like an ampoule, was lightweight, non-greasy and left no white cast. “All our products are suitable for sensitive skin because they contain no harsh chemicals or fragrances. The anti-aging range is recommended for people in their twenties and above.”

Other Korean innovations displayed at the fair included, Portable LED water flossers with dual-sided water-jet nozzles for simultaneous front and back teeth cleaning, offering adjustable pressure, safe for children, the elderly and brace-wearers.

Another product included aroma-infused showerheads equipped with Vitamin C cartridges that remove chlorine and impurities while infusing essential oils into the water stream, creating a spa-like bathing experience.

Beyond South Korea, the international pavilion buzzed with offerings from 12 participating nations, including the UAE, China, Iran, Egypt and Thailand. Dubai displayed embroidered kurtis and suits, while Thailand showcased accessories, jewellery and designer wear. Tibet brought handcrafted tea sets and crockery, and Iran drew crowds with its dates, baklava, kunafa chocolates and traditional dry fruits. Onyx stone décor, wall hangings and artisanal items from multiple countries rounded out the global spread.

The 14-day India International Trade Fair, spread across multiple halls with Hall 1 dedicated to international participants, continues to position Delhi as a diverse marketplace where global cultures and commerce converge, and this year, South Korea’s business-focused wave has certainly left its mark.