This festival is the first Korean tourism promotion held in Brussels in cooperation with the Ministry of Culture, Sports & Tourism, the Ministry of Health & Welfare, the Ministry of Agriculture, Food & Rural Affairs, the Korea Tourism Organization, the Korea Health Industry Development Institute, the Korea Agro-Fisheries & Food Trade Corporation, and KOTRA.
It will take place at the Korean Cultural Center and Place de la Chapelle in Brussels.
This large-scale event is a collaboration among various related organizations in Korea to promote the local expansion and export of diverse Hallyu cultural contents, including Korean tourism, food, and cosmetics.
Notably, this is the first festival to feature Korean tourism as its main theme, highlighting Korea as one of the most desired travel destinations in the world.
EXPLORE: K-Tourism and cultural cxperience
Korea is currently a world-class tourist destination, boasting not only the bustling capital city of Seoul but also the unique beauty of Jeju Island. Beyond these well-known spots, many other cities in Korea are as beautiful as jewels and must-visits.
At this festival, visitors can explore the K-Tourism Zone to get interesting information about Korean tourism. This zone will promote five major tourist cities—Busan, Andong, Gangneung, Jeonju, and Mokpo—and operate an information center providing details on Korean travel and working holidays, especially tailored for Generation Z.
Visitors can dive into programs centered around discovering Korea's diverse attractions. One highlight is the popular 4-cut photo booth (Photoism), where attendees can take fun photo strips, a trend that has taken Korea by storm.
On the stage inside the Korean Cultural Center, various programs will run for two days, featuring interactive sessions such as learning basic Korean for travelers and MBTI-based travel recommendations, offering personalized suggestions for must-visit spots. Additionally, there will be intriguing activities like zodiac-based travel tips, connecting visitors' star signs to Korea’s top destinations.
Visitors can also head to the Atelier to create unique Shrinkles keychains featuring famous landmarks from Korea’s most iconic cities—an unforgettable souvenir of their experience.
GLOW: K-Beauty immersion
As soon as you enter the Korean Cultural Center, visitors can also dive into the world of K-beauty through interactive and hands-on activities.
Participants can receive personal color analysis, enjoy live idol makeup tutorials from professional artists, and five stand-shops for skincare and makeup products from Korean brands. Whether you're new to K-beauty or a seasoned fan, this area offers exclusive insights and access to the latest trends in Korean beauty.
In the Hanbok Zone, visitors can immerse themselves in Korea’s rich sartorial heritage. The zone will showcase the “Hanbok on the Road” Photo Exhibition, featuring portraits from a public recruitment Hanbok photoshoot, celebrating the elegance of traditional Korean attire.
People can also participate in a Hanbok experience, where they will have the chance to wear beautiful Hanbok and explore the festival grounds, including Place de la Chapelle, dressed in traditional garb. For those interested in purchasing a Hanbok, vendors will be available at the event.
TASTE: K-Food
Korean food has seen a surge in global popularity, driven by the Korean wave (Hallyu) and the increasing presence of Korean restaurants worldwide. According to recent surveys, about six out of ten global consumers have visited a Korean restaurant in the past year, with high satisfaction rates and a strong willingness to return.
Place de la Chapelle will come alive with authentic Korean street food from 12 booths operated by vendors from across Belgium. Visitors can savor delicious Korean staples, including crispy fried chicken, kimbap, and spicy tteokbokki. Major food companies like Samyang, Nongshim, and Daesang will also be present, offering a variety of products.
For an extra special experience, visitors can even make their own Han River-style ramen, just like it's enjoyed in Korea, using an instant ramen cooker. This unique feature allows you to recreate the beloved riverside dining experience right in the heart of Brussels. The food zone promises a culinary journey that captures the essence of Korea's vibrant food culture, making it a must-visit for food enthusiasts.
The "Korea Unboxed: Taste, Glow, Explore," festival will take place this Saturday and Sunday from 12-8pm at the Korean Cultural Center & Place de la Chapelle in Brussels.
Discover more on the dedicated festival website here, on Instagram here or Facebook here.
