Cultural and tourism events linking South Korea and Vietnam were held alongside President Lee Jae-myung’s state visit, highlighting exchanges that have broadened beyond government and business cooperation into culture and travel.
Vietnamese media outlets including Zing Viet reported that the “2026 Korea Culture and Tourism Festival” ran from the 23rd to the 26th at Lotte Mall West Lake in Hanoi. Co-hosted by the Korea Tourism Organization and the Korean Cultural Center in Vietnam, the event carried the theme “Feel Your Korea” and offered hands-on programs designed to engage all five senses. The Korea Creative Content Agency, the Korea Agro-Fisheries & Food Trade Corp., and organizations supporting small businesses and startups also took part.
A “K-wave talk show” on the opening day featured actor Jung Il-woo; travel YouTuber and singer Gwangbin; broadcaster Nguyen Thi Thanh Ha; and K-beauty expert Amy Hoang, who shared experiences related to Korean tourism, food, film and beauty. Tran Bao Trinh, head of Jung’s Vietnam fan club, said, “A wide range of content — webtoons, games, food and films — was impressive, and it seems more visitors came thanks to Jung Il-woo’s participation.” A student who said they attend a journalism and communication academy said they learned about the event through the cultural center’s Facebook page and came in person to join the activities and talk show.
Kim also visited the venue that day, joining a bibimbap-making activity and meeting directly with Vietnamese citizens and other visitors. Organizers set up five themed zones: K-content, K-food, K-beauty, K-travel and K-heritage.
The K-content zone featured displays tied to the Korean dramas “The Tyrant’s Chef” and “Solo Leveling.” The K-food zone recreated dishes shown in drama scenes and offered free drinks made with Korean strawberries and Vietnamese mango and dragon fruit. The K-beauty zone let visitors try new products and join games and prize events. The K-heritage zone drew attention with a collaboration collection between BTS and MU:DS, the National Museum of Korea’s cultural goods brand.
The festival also introduced content such as a “K-wave fan tour” and esports tied to “League of Legends Champions Korea.” In a multimedia space by Arte Museum, modern video technology reimagined Gwanghwamun, hanbok, Hangul and Korean natural scenery. Organizers said they aim to attract about 600,000 Vietnamese tourists to South Korea by 2026.
Cultural exchange will continue in South Korea. The eighth “We Are Together” culture and music festival is scheduled for May 9-10 at the No. 1 Outdoor Concert Hall in Suwon, Gyeonggi Province. Inspired by South Korea’s “Family Month,” the event is designed for Vietnamese residents in South Korea, including those studying or working there, and is set to run from 1 p.m. to 9 p.m. on both days.
About 300,000 Vietnamese people currently live in South Korea. Launched in 2017 to mark the 25th anniversary of diplomatic ties between South Korea and Vietnam, the annual event has become a symbolic venue for cultural exchange. The program includes a talent competition for overseas Vietnamese, performances for children and families, a large joint music stage featuring artists from both countries, and a prize drawing.
With Lee’s state visit serving as a catalyst, organizers and observers expect bilateral ties to deepen further beyond the economic sphere as cultural events gain momentum.
* This article has been translated by AI.
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