An ode to sport and everything it takes to do it as well as possible without sacrificing quality: clothing, footwear, equipment and accessories. This will be the theme of the independent exhibition of sporting goods to be held in Seoul, Korea on 24 and 25 May by Ice-Italian Trade Promotion Agency (the Government agency for the promotion abroad and the internationalization of Italian firms), under the 2010 - 2011 Assosport agreement.

Korea is not a random choice: in 2009 the turnover of the national sports industry was 3.18% of GDP (33,443 billion Won, which is the equivalent of € 20.9 billion) an increase of 26.86% over the previous year. The activities tied to sporting goods amounted to 13.8% of the sports industry, amounting to 4,599 billion Won (€ 2.87 billion). In particular, the introduction in Korea of a 5 day working week in 2001 and increased interest in well-being has led to a boom in outdoor sports activities, such as trekking. Cycling is, instead, a classic, because there are 6.2 million bicycles in the country.

It is figures, and the prospects for growth in the industry that gives this independent exhibition of Italian products such importance, and will see the involvement of 10 of the best companies on the national scene. Visitors and professionals of this industry will be spoiled for choice: horse riding enthusiasts will find saddles that have been handmade by highly qualified master saddlers (a process that takes 20 hours of work) as well as protectors, girths, stirrup leathers, bridles and reins. The more adventurous will instead find everything they need to set up tents, as well as sleeping bags, everything required or climbing, snow shoes, ropes and water bottles. Even those who ski ill not be disappointed: in addition to equipment, they will find snug stretch pants made from comfortable and quality fabrics, all of which are entirely made in Italy. And what about bicycles: they are widely used in Korea which is why they had to be included in the independent exhibition of Italian sports products the frames, which are exclusively made of carbon fiber, and wholly laminated by hand, are of great importance. There will also be handlebars, water bottles and all the clothing required by lovers of this sport. Korean imports for this sector totaled $ 165 million in 2011, an increase of 11.33% compared to 2010: China is ranked in first place among the countries that supply cycling gear, while Italy is seventh, with a total turnover of 280 thousand dollars.

In short, all the ingredients for the event to be a success seem to be present: the guaranteed quality of Italian products and displays that will not disappoint the local buyers. Traders from other countries in Southeast Asia will also be invited. Italian companies will display their best products while waiting for major international sporting events, such as the 17^th Pan-Asian Games in Incheon in 2014 and the Winter Olympics in PeyongChang in 2018.