The Korea Culture and Tourism Festival 2026 will be held at Lotte Mall Tay Ho (Hanoi), co-organized by the Korea Tourism Organization in Vietnam and the Korean Cultural Center in Vietnam. This is a comprehensive promotional activity, connecting culture and tourism, in the context of the strong growth of Vietnamese tourists to Korea.
With the message "Feel Your Korea", the festival brings a diverse experience space from K-Pop, cuisine, beauty to entertainment content and cultural heritage. The event gathers many Korean agencies and organizations, participating in introducing unique cultural values to the Vietnamese public.
A notable highlight is the "Hallyu Talkshow" program taking place on April 23, with the participation of actor Jung Il-woo, singer - YouTuber Quang Vinh, announcer Nguyen Thi Thanh Ha and K-beauty expert Emmi Hoang. The exchange promises to bring real-life stories revolving around Korean tourism, cuisine, cinema and beauty.
Within the framework of the event, many experiential spaces are designed according to the theme. The K-Content area displays items that appeared in the movie "The Tycoon's Royalist" and the webtoon "I'm Gone Alone". The K-Food area recreates typical dishes such as Gochujang butter and chili sauce mixed rice, black sesame macaroni, and also organizes free fruit soda enjoyment activities.
In addition, the K-Beauty area introduces new cosmetic products along with experience activities and lucky draws. The K-Heritage area offers a space to display cultural heritage, combined with introducing collaborative products BTS X MU:DS, associated with contemporary cultural imprints.
In addition to direct experience activities, the Korea Tourism Organization in Vietnam also introduces tourism products under the theme "Hallyu Fan Tour", focusing on locations associated with K-Pop and entertainment content, as well as destinations related to e-sports.
In particular, visitors will experience multimedia art performances with topics such as: Gwanghwamun night scenes, Hanbok, Hangeul characters or Korean forests, promising to bring a lively and emotional space.
Through this series of activities, the organizers expect to increase the attractiveness of Korean tourism to the Vietnamese market, especially the group of young tourists who love the Hallyu wave, aiming to welcome 600,000 Vietnamese visitors by 2026.
