Korean Brand & Entertainment Expo

KBEE, a cultural convergence expo, is an export marketing event that links popular culture stars and Hallyu culture to the promotion of Korean companies' products and services.

The design work was carried out in the order of first producing the main graphic that matches the concept of the event and then consistently applying it throughout the promotional materials of the event.
Since the event is mainly related to businesses targeting young people, the design had to convey a bright and lively image while at the same time being able to evoke a Korean image.

After examining various possibilities, we decided to use the English letter 'K', which has become a symbol of Korean popular culture, and 'Wave', which means 'the wave of Hallyu expanding to the world' as a design motif.