Korea Trade-Investment Promotion Agency, the organization responsible for holding the Korean Brand and Entertainment Expo (KBEE) recently announced that it will be held in London for this year, giving grace to all European Hallyu fans and at the same time spreading the Hallyu wave more.

KBEE promotes the culture of Korea itself including IT convergence, Franchise of Korean brands such as Korean Fashion, Cosmetics and Merchandise Products, which will more known in the land of great potential.

The ambassadors who will represent the said expo will be no other than, 2NE1, who has been popular in four corners of the world, especially in Europe.

2NE1 has been so well-known because they have been teaming up with international rapper, Will.i.am and the fashion designer, Jeremy Scott.

Though the group has not had a chance to perform in any parts of, they somehow have visited the place in one of their vacations; hopefully, they will perform for the KBEE 2013, making them the tool of knowledge for Korean culture and music not only in the key cities of Europe but also all across the continent as well.

Because of this move by KOTRA, Hallyu will not only exist but will be a mark not only in Korean history but also Europe's as well, since it is the 130th year celebration of diplomatic ties between Korea and Britain. The KBEE will be the tool for bridging cultural and economic changes between the two countries.