About 20,000 Japanese citizens took part in an exhibition in Tokyo that promotes South Korea's pop culture, officials said Sunday. The exhibition was organized to promote brand awareness and the overseas market entry of South Korea's promising consumer goods and services over a phenomenon known as the Korean Wave, or "hallyu," according to the Ministry of Trade, Industry and Energy. "With the 60th anniversary of Korea and Japan's normalization of diplomatic relations and the Osaka Expo both slated for next year, the Hallyu Expo's launch in Tokyo will serve as a jumpstart to providing support for Korean companies' Japanese market penetration," the ministry said in a statement. The ministry said it aims to make use of the occasion to promote Korean consumer goods like food and cosmetics, as well as services, to Japanese buyers and directly communicate the strengths of Korean products to them. Source: Yonhap News Agency