The tenth International Busan Contents Market kicked off a four-day run in the port city of Busan on Wednesday.

According to its organizing committee, around 800 companies from 46 countries will participate in the fair this year to buy or sell a variety of visual contents.

Many buyers have come from other Asian nations, apparently attracted to the KBS drama “Descendants of the Sun,” which drew much attention in the countries. They will likely compete to buy other Hallyu contents that could continue drawing viewers interested in Korean culture.

Over the past decade, the event has quickly grown to be one of the biggest markets for Asian visual contents, with the number of participants, including officials from companies and individual traders, jumping by 30 percent this year from last year to 25-hundred.

The organizing committee says that thanks to the high popularity of Hallyu, sales contracts worth 50 million dollars are expected to be signed during the event.