A Space to Experience K-Content and Purchase Related Industry Products
Over 32,000 Visitors During One-Month Pilot Operation
The Ministry of Culture, Sports and Tourism announced on the 11th that it will operate 'Korea 360,' an overseas promotional center for Hallyu-related industries, in Dubai, United Arab Emirates. Starting from this day, a two-day opening event will be held featuring K-content to promote the distribution and consumption of related products.
Korea 360 is a space where visitors can experience K-content and purchase Hallyu-related industry products such as agricultural and marine food products, cosmetics, and design goods. The Ministry of Culture, Sports and Tourism, the Ministry of Agriculture, Food and Rural Affairs, the Ministry of Trade, Industry and Energy, the Ministry of Health and Welfare, the Ministry of Oceans and Fisheries, and the Ministry of SMEs and Startups have joined forces to spread Korean culture and expand exports of Korean products. Ten public institutions, including the Korea Creative Content Agency, Korea Agro-Fisheries & Food Trade Corporation, Small and Medium Business Corporation, and Korea Cosmetic Industry Institute, are responsible for product placement, exhibitions, and promotional marketing.
This is the second time these organizations have collaborated. The first center opened in 2022 in Jakarta, Indonesia. The Ministry of Culture, Sports and Tourism stated, "Last year alone, 1.59 million people visited, generating approximately 2.7 billion KRW in revenue," adding, "It is becoming a foothold for overseas market entry that promotes the distribution and consumption of related products beyond a simple Hallyu promotional center."
The new challenge is being undertaken at Festival Mall, a key commercial area in Dubai. A 1,606㎡ space has been created for K-content experience zones, food and cosmetics exhibition and sales areas. The Ministry said, "During the one-month pilot operation from February 28, over 32,000 people visited, showing a strong response."
The Middle East is a region where both the popularity of K-content and the willingness to purchase Korean products and services are high. In particular, Dubai is the global hub for transportation and logistics and a key area in the Middle East. It offers the opportunity to promote Hallyu and related industries not only to the Middle Eastern market but also to tourists from around the world. The opening event marking this beginning will feature congratulatory performances by Red Sea, Gaho, CIX, EXO Chen, a signing event with webtoon artist Jo Gwang-jin of 'Itaewon Class,' and a special Korean fashion exhibition by designer Lee Sang-bong.
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