Showcasing K-pop, K-food, K-beauty, and Korean culture at the heart of Washington, D.C. Metro Area

The Ministry of Culture, Sports and Tourism, in partnership with the Korea Tourism Organization (KTO), will host the “Experience Your Korea” K-Tourism Roadshow Festival at PenFed Plaza, Tysons Corner Center, VA, from Saturday, August 23^rd to Sunday, August 24^th, 2025.

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This interactive consumer event is designed to expand the inbound tourism market from the U.S. East Coast by offering immersive cultural experiences. In celebration of the 2025 APEC Summit in Gyeongju this November, the event aims to engage residents of Virginia, Maryland and Washington, D.C., a hub of politics and diplomacy.

Following the recent success of the Korean original musical Maybe Happy Ending, which won six Tony Awards, and the international popularity of Squid Game Season 3 and K-Pop Demon Hunters, global interest in K-content continues to grow. This event will showcase Korea’s vibrant culture, food, and beauty, offering opportunities for families and K-culture fans, while also driving growth in inbound travel to Korea.

“This Roadshow will allow visitors to experience the Korea they have seen on screen in real life,” said Heejin Cho, executive director of the American for KTO’s New York office. “We are committed to transforming the heightened interest in Korea sparked by K-content into actual visits to Korea.”

The Roadshow will feature over 20 participating organizations, including the Korean Cultural Center in Washington, D.C., Korean Air, bb.q Chicken, Nongshim, and leading K-beauty brands.

Event Highlights

Programs will run over two days, offering unique opportunities to experience Korea’s culture, art, food, beauty, and regional tourism:

• K-Art: Featuring works by world-renowned media artist Lee Leenam’s Gwanghwa Mountain and Water together with Space Monster’s AI-based installation, showcasing a blend of Korea’s heritage and modern creativity
• K-POP & K-GAMES: Experiences such as a K-POP dance contest “Dance to Korea” and traditional Korean games such as Red Light, Green Light from Squid Game.
• K-Gems: Discover hidden gems such as Seochon and Bukchon walking tours in Seoul, and highlights of Korea’s major festivals including the Suwon Hwaseong Cultural Festival, Incheon Pentaport Rock Festival, Hwacheon Sancheoneo Ice Festival, and Gyeongju, host city of the 2025 APEC Summit.
• K-Movie Night: An outdoor screening of Little Forest, praised in the U.S. for its beautiful cinematography.
• K-Beauty: Immersive beauty and wellness experiences featuring leading brands Rejuran, Wishcompany, and other K-beauty trendsetters.
• K-Food: Samples of Korean flavors, including bb.q Chicken, Nongshim ramen, and authentic Jongga kimchi

For schedule and program details, please visit: https://koreanow.us/experience-your-korea/

About Korea Tourism Organization

The Korea Tourism Organization (KTO) is a public organization under the Ministry of Culture, Sports and Tourism (MCST) of the Republic of Korea. KTO serves the interests of Korea’s tourism economy by marketing the country as an all-season destination. With its rich history, dynamic culture, amazing food, and welcoming people, Korea is one of the most vibrant destinations in Asia. From ancient mountaintop temples such as Bulguksa to cutting-edge landmarks like Lotte World Tower in Seoul, Korea offers unforgettable experiences that bridge tradition and modernity.

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