The Korea Agro-Fisheries & Food Trade Corporation (aT) has partnered with K-pop girl group NMIXX to expand the Korean food market in Europe. aT has produced promotional content featuring NMIXX to broaden the consumer base for Korean cuisine across Europe. This collaboration aims to leverage NMIXX's global popularity to internationally promote Korean food culture and expand overseas exports. As an internationally popular idol group with a substantial fanbase in Europe, NMIXX is considered an effective partner for K-food promotion. Through this celebrity marketing strategy, aT plans to increase interest in Korean food among younger generations and ultimately boost K-food exports.