A K-Culture expo showcasing content, food, beauty, and tourism will take place in Los Angeles, the heart of the global entertainment industry. The Ministry of Culture, Sports and Tourism announced on May 22 that it will host the "K-EXPO USA 2026" from May 23 to 27 in collaboration with the Ministry of Agriculture, Food and Rural Affairs, the Ministry of Oceans and Fisheries, the Ministry of Health and Welfare, the Ministry of SMEs and Startups, and the Korea Creative Content Agency.
The K-Expo aims to support the overseas expansion of companies in the K-Culture sector, including content, food, beauty, and tourism. It will feature a range of activities, from consumer-focused events to export consultations and presentations for businesses.
This year's expo is particularly significant as it coincides with the global interest in the North America World Cup, which will be co-hosted by the United States, Canada, and Mexico from June 11 to July 19. Los Angeles, as a key location in the entertainment industry, adds to the event's importance.
The expo will feature major K-Culture companies and AI content firms showcasing cutting-edge technology and trends. Netflix will present Korean creative content and images of Korean pop culture, along with a space introducing food products utilizing its intellectual property. The Korea Football Association will operate an exhibition focused on the South Korean national soccer team. Naver Webtoon will create a combined exhibition space featuring webtoon content centered on food and beauty.
Innovative content will also be on display, including a food brand pavilion from Nongshim, a beauty experience area from Jeong Saem Mool, AI-generated video screenings, and a K-pop dance challenge using AI technology. Attendees can experience K-food through food trucks operated by popular franchises like BBQ, as well as cooking demonstrations by renowned chefs, including Song Hoon, a judge from MasterChef Korea, and actor Ryu Soo-young, who will showcase dishes like flounder kimbap and flounder tacos, which are popular in the U.S.
On May 24, K-pop performances will be held featuring singer Jay Park, the multinational K-pop group P1Harmony, and the rookie group LNGSHOT. Additionally, export consultations involving 63 content and beauty companies will take place on May 26 and 27.
Kim Young-soo, the Vice Minister of Culture, stated, "This expo is significant as it aligns with the global event of the North America World Cup in the center of the world's entertainment industry, the U.S. We will continue to provide multifaceted support for K-Culture companies to expand into the North American market."
* This article has been translated by AI.
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