Throughout the year, our Korean representative JC Lee is out talking to importers and distributors looking for leads to introduce to members. However, as with other markets, BC manufacturers meeting face-to-face with potential buyers is where business opportunities turn into sales and for that reason JC also organizes the Canadian participation in one major trade show each year. For 2026, BC Wood returned to the largest such show, Korea Build Week, which boasts 1000 exhibitors and almost 60,000 visitors at the massive KINTEX trade and convention centre just outside of Seoul. We had a great ensemble of five members representing everything from lumber and high-end finishing materials to advanced home packages and mass timber. This show is always well publicized by the organizer with strong online campaign. As a result, there was a good flow of traffic throughout the four days.
This year BC Wood also timed a value-added manufacturers mission around the show so that participating members could learn about the market by visiting potential customers, while also getting in front of specifically targeted segments. The first official day of the mission centred around visits to major wood builders as well as importers/distributors. The members could see the imported products they handled and hear about the various challenges and opportunities these companies have. Through in-depth discussions, participants gained valuable insights into current market trends, evolving construction practices, and the future direction of timber construction in Korea, particularly in prefabrication, modular housing, and sustainable building solutions. Despite a long day traveling great distances around Seoul, it was a very worthwhile excursion as this type of first-hand market research is essential for companies to develop market-tailored sales strategies.
As a part of this mission, JC also coordinated two seminar-based events. The first was a resort market themed program targeting architects that was attended by over 60 people. The highly respected Korea Institute of Architects, which represents over 6000 architectural firms, co-organized this event with us and were so impressed by the valuable contents. This seminar was held in downtown Seoul at the Hyatt Hotel to make it easy for architectural firms to attend. While the program was delivered utilizing simultaneous translation, many of the architects spoke English well allowing for easy networking afterwards. KIA’s current president, as well as the incoming president, emphasized that interest among Korean architects in mass timber and engineered wood products is expanding rapidly. Further discussions are planned to define concrete, long-term collaboration strategies between BC Wood and KIA.
The second mission seminar was held at KINTEX during the show in order to bring in importers, distributors, and builders. Holding events within the KINTEX venue is particularly convenient for VIP clients to drop-by our pavilion. During the program, each of our exhibitors had the opportunity to present their company and explain how their products could be used in Korean wooden construction, both residential and non-residential. Over 160 of the top wood importers and distributors in Korea took part in this event, with whom the participating companies could network with over refreshments after the presentations. This large turnout demonstrates the strong enthusiasm for value added wood products and their applications in modern construction. Discussions highlighted design flexibility, sustainability, and performance advantages of advanced wood solutions. This was not only a great opportunity for members to meet new contacts, but the Korean industry also appreciated being able to connect with their peers.
Overall, our 2026 Korean Value-Added Mission and Korea Build Week program was very successful, receiving high-praise from the participating members.
