The four K-pop divas of 2NE1 have officially been appointed the honorary ambassadors for this year’s “Korea Brand and Entertainment Expo” in London.

The KBEE ― sponsored by the Ministry of Trade, Industry, and Energy and the Ministry of Culture, Sports, and Tourism ― is an annual event held overseas with the purposes of creating the largest hallyu trade fair as well as promoting Korean culture and products while seeking international business opportunities in the creative industries.

As one of the nation’s most popular K-pop acts, 2NE1, which has an extraordinary fan base overseas, embarking on its first world tour last year which took the ladies all across Asia as well as the United States. This year the group was also the recipient of the “Most Popular International Group” award at the China Music Awards.

A total of 47 businesses will be participating at this year’s fourth annual KBEE which will be held at the Old Bilingsgate in London from Nov. 4 to 6.

By Julie Jackson (juliejackson@heraldcorp.com)