From September 28 to 30...
Dubai Event Scheduled for November
The Ministry of Culture, Sports and Tourism, the Ministry of Agriculture, Food and Rural Affairs, the Ministry of Oceans and Fisheries, and the Ministry of Health and Welfare announced on September 26 that, together with the Korea Creative Content Agency, Korea Agro-Fisheries & Food Trade Corporation, Korea Cosmetic Industry Institute, Korea Tourism Organization, and National Museum Cultural Foundation, they will host the "2025 Spain K-Expo: All About K-Style" in Madrid, Spain, from September 28 to 30.
The K-Expo is a comprehensive event designed to support the joint export of related industries such as K-content, agricultural and marine products, cosmetics, and consumer goods through inter-ministerial collaboration. It features performances and exhibitions for consumers, as well as business-to-business export consultations and briefings. Since 2022, the event has been held sequentially in major countries around the world. At the event held in Toronto, Canada last month-the first in the Americas-61 companies participated and more than 32,000 people attended. Another event is scheduled to take place in Dubai in November.
This year's expo will feature a variety of exhibitions and events showcasing the latest K-style trends across diverse fields such as K-content, food, beauty, and tourism. Visitors can experience K-content just as Koreans do in Korea, including a "PC Bang" where they can try out top K-games like "Solo Leveling," which gained significant local popularity, a "Karaoke" zone for singing K-pop songs, and a "Claw Machine" for grabbing K-character dolls. There will also be a "K-Style Party" that combines food shows, makeup shows, K-pop cover dances, and DJing, as well as a cooking show by Chef Park Junwoo, who appeared on the Netflix cooking competition show "Black & White Chef."
A variety of concerts will also take place. On September 28, there will be a concert featuring songs from popular dramas in Spain such as "When Life Gives You Tangerines" and "Love in the Moonlight." On September 29, performances will reinterpret songs like "Yeosu Night Sea" and "Blue Night of Jeju Island," which capture the charm of regional tourist destinations, in jazz arrangements.
In addition, various promotional exhibition halls will be set up, including the National Museum Cultural Foundation's premium cultural product MU:DS exhibition hall, the Korea Cosmetic Industry Institute's skin and personalized color (personal color) diagnosis booth, the Korea Tourism Organization's promotion center introducing attractive tourist destinations across Korea, and the Korea Agro-Fisheries & Food Trade Corporation's cooking class where participants can cook Korean food themselves, as well as a marine products exhibition hall.
Beyond these consumer events, the expo will also host export consultations, briefings, and networking events for businesses, supporting the entry of Korean Wave and related industry companies into the European market.
An official from the Ministry of Culture, Sports and Tourism stated, "People around the world are now paying attention to Korea's unique culture and style that are popular in Korea," adding, "We hope this event will help promote excellent products embodying Korean style in Spain and the rest of Europe, and contribute to expanding export markets utilizing the Korean Wave."
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