'K-Culture Charm in One Place' Ministry of Culture and Tourism Organization Promote Korea at Paris Korea House

Joint Content Promotion by 15 Private and Public Institutions

The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization announced on the 30th that, taking advantage of the ‘2024 Paris Olympics,’ they have set up a Korean Tourism Promotion Hall within the Korea House, created on the largest scale ever since the 25th, to showcase the charm of Korea.

Visitors during the 2024 Paris Summer Olympics are watching a K-pop cover dance performance prepared by the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization.
[Photo by Korea Tourism Organization]

Korea House is a base space for athlete support and sports diplomacy operated by the Korean Sport & Olympic Committee. This year, 15 private and public institutions jointly participate to comprehensively promote Korea’s attractive content.

The exhibition theme of the promotion hall is ‘VISIT KOREA: Ride the Korean Wave.’ Marking the 2023-2024 Visit Korea Year, the core is to present various K-contents, including Hallyu, to turn interest in Korean culture into inbound tourism. The organization introduced representative attractions by region in Korea and prepared experiential events.

Visitors can enjoy photo zones where they can take instant photos with major tourist sites in key tourism hub cities such as Busan, Gangneung, Jeonju, and Andong as backgrounds, a hanbok experience zone where they can try on traditional hanbok as well as modern reinterpretations, and a Hallyu tourism promotion zone.

In particular, the Hallyu tourism promotion zone, created in collaboration with HYBE, is attracting local Hallyu fans. The zone features videos of K-pop artists popular in Paris, France, such as SEVENTEEN, ENHYPEN, and TOMORROW X TOGETHER (TXT), along with travel information favored by Generation Z, including Han River park picnics, luge experiences, Everland, and jjimjilbangs. Their performance costumes and concert light sticks are also on display.

Visitors enjoying instant photo-taking experiences at local tourist attractions.
[Photo by Korea Tourism Organization]

The organization also prepared a special event in the outdoor garden of Korea House until the 31st, where visitors can enjoy K-pop, K-dance, K-beauty, and K-food all in one place. Various programs are being operated, including breaking dance, which was adopted as an official event at this Paris Olympics, K-pop dance classes, personal color diagnosis, and Korean makeup demonstrations. Those who pre-register for the K-pop party are provided with a K-food package consisting of instant cup tteokbokki and non-alcoholic beer.

Seo Young-chung, acting president of the organization, said, “In the first half of this year, the number of European tourists visiting Korea was over 541,000, an increase of more than 31% compared to the same period last year, already surpassing the number of tourists before COVID-19. Taking advantage of the Paris Olympics, following the Korean tourism promotion event in France, we plan to expand the Korean tourism campaign targeting emerging European inbound tourism markets such as Poland, Italy, and Sweden in the second half of the year.”

Since the 22nd, four days before the opening of the Paris Olympics, until August 11, the organization has been screening the short-form video series ‘Korea100,’ which contains 100 unique recommendations answering ‘What should I do in Korea?’ at Monoprix shopping malls in Paris and 191 Carrefour locations throughout Paris. NewJeans, appointed as honorary tourism ambassadors for Korea, also appear in this video, sharing tips such as “Try dipping gimbap in tteokbokki sauce” and “You can even make customized cosmetics in Korea.”

This content was produced with the assistance of AI translation services.