Crown Haitai Employees Take the Stage as Gugak Performers at Osaka Expo

A Stage for Private Cultural Diplomacy Showcasing Korean Traditional Music
Promoting the 'Yeongdong World Traditional Music Expo' on the Global Stage

At the 2025 Osaka Expo, the sounds of unfamiliar yet nostalgic Korean melodies resonated throughout the venue. Under the dazzling stage lights, the solemn movements of "Botaepyeong Jimu Huimun," a segment of the Jongmyo Jerye Ilmu, were performed, followed by the lively rhythms of Samulnori, where gongs and drums created an exciting atmosphere. The bright beats of Gyeonggi Minyo and the powerful group singing of Pansori soon filled the stage, drawing enthusiastic responses from the audience. On the fusion gugak stage, melodies blending tradition and modernity captivated the ears of international visitors. The stars of these performances were none other than ordinary employees of a confectionery company.

On the 22nd, Crown Haitai Confectionery employees performed "Jongmyo Jerye Ilmu" on the outdoor pop-up stage at the 2025 Osaka Expo. (Photo by Crown Haitai Confectionery)

On June 22 and 23, Crown Haitai Confectionery held the "Crown Haitai Haneumhoe" performances at the Osaka Expo, showcasing the charm of Korean traditional music on the global stage. Together with 15 students majoring in Korean traditional music at Seoul Institute of the Arts, the company presented a total of four performances?two each day?alternating between outdoor and indoor stages.

The audience response was enthusiastic. Despite the sweltering heat with a high of 32 degrees Celsius, the outdoor stage near the Korean Pavilion at the Osaka Expo was packed with people. Foreign visitors gave continuous applause to the performances, which ranged from solemn ritual music to cheerful Gyeonggi Minyo and powerful Pansori choruses. On June 23, the performances continued at the indoor main venue, the "Festival Station." All eyes were on the "office worker gugak performers" on stage. Rita Uantanaviciene, representative of the Lithuanian government exhibition hall, said, "It was so beautiful and moving that it was hard to believe the performers were company employees."

On the 23rd, employees of Crown Haitai Confectionery are performing "Gyeonggi Minyo" at the indoor festival station of the 2025 Osaka Expo.
Photo by Crown Haitai Confectionery

Most of the Crown Haitai employees who participated in the performances have been learning Korean traditional music alongside their regular work. Many have honed their skills over more than ten years of dedicated practice. This stage was regarded as more than just an amateur performance; it was praised as a true work of art that captured the essence of Korean traditional music.

This event went beyond simple cultural exchange and served as part of a global promotional campaign for the "2025 Yeongdong World Traditional Music Expo," which will be held in Yeongdong, North Chungcheong Province, in September. On-site, various promotional activities were conducted, including the distribution of leaflets and souvenirs.

Yoon Youngdal, chairman of Crown Haitai Confectionery, said, "I am proud that our employees' overseas gugak performances can promote the '2025 Yeongdong World Traditional Music Expo' and the beauty of traditional music to the world," adding, "I hope that in September, more people from around the world will visit Yeongdong, North Chungcheong Province, and enjoy the beautiful fragrance of Korean traditional music together."