Homeplus, the nation’s second-largest supermarket chain, launched a Korean food fair in Malaysia with Korea’s Agriculture Ministry on Thursday, the company said.

A total of 20 food companies participated in the two-week-long food fair, part of the retailer’s global shared growth program, “Taste of Korea.”

The Korean arm of U.K.-based Tesco is showcasing more than 150 Korean food products at 20 stores during the fair, including about 30 halal products that target the nation’s large Muslim population.

This large-scale Korean food fair also included free food sampling events and cultural events such as a Korean traditional performance in a bid to increase local interest in Korean food and culture.

As a multicultural county in Southeast Asia where hallyu, the Korean cultural wave, is well received, Malaysia offers a good business environment for Korean food-makers, the company said.

“The event will lay the foundation for expanding the K-food market in Asia and Europe and will help local food manufacturers tap their overseas markets,” a company spokesperson said.

“The Korean food fair in Malaysia will help enlarge demand for Korean food products in Asia but also build its reputation as a good company seeking cogrowth with the local community,” Homeplus CEO Do Sung-hwan said.

“We will continue to support the company to go beyond the domestic market.”

The fair will be held until Dec. 10.

By Lee Hee-ju (hjlee0301@heraldcorp.com)