Keimyung University's Fashion Marketing Department announced on the 8th that its students recently showcased regional textile and fashion brands at ISPO Munich 2025 in Germany.
ISPO Munich is the world's largest sports and outdoor trade fair, drawing sports brands, material suppliers and investors from more than 100 countries. Leading global firms in advanced materials, sustainable technology and sports tech set the trends each year.
The trip gave local companies a chance to see how their products fare on the global stage and offered students hands-on experience testing international marketing strategies.
This initiative was carried out through Keimyung's RISE program, within its fashion industry track.
Organizers designed the program as a student-led company support effort, based on the belief that regional industries must evaluate material and brand competitiveness in real market settings to respond to global shifts.
From the preparation phase, students collaborated with the Korea Textile Marketing Center (KTC), the Korea Textile Development Institute, DITEC Research Institute and 12 ISPO-participating companies. They analyzed product features, produced consultation materials and shaped brand messaging.
Notably, the companies applied the students' work directly to their booth operations.
Company representatives used the consultation books and exhibition videos the students produced during meetings with overseas buyers, then discussed future product strategies based on on-site feedback.
The university emphasized that the students' deliverables served as real market-validation materials rather than mere classroom projects.
During the joint booth operation at ISPO, students handled floor responsibilities such as supporting buyer meetings, assisting with booth operations and fine-tuning displays.
Fourth-year student Choi Won-geol said, "I realized the points we emphasized during preparation differed from the questions buyers asked on site. It showed me the practical standards that guide overseas marketing."
Professor Yeo Eun-a, who oversaw the program's educational direction, said, "By involving students in creating the materials and running exhibitions needed for local firms' overseas expansion, we built a system where education and practice feed each other. Based on this experience, we plan to expand our global marketing support for the regional textile and fashion industry."
Meanwhile, Keimyung University has been expanding industry-academic programs, hosting seminars on sustainable trends in the European fashion market, collaborating on pop-up stores and inviting overseas experts for guest lectures.
The Fashion Marketing Department plans to refine overseas expansion strategies for the regional textile and fashion industry based on its ISPO participation and continue training practice-oriented, globally ready talent.
