K-Culture to Be Showcased at Winter Olympics... Korea House Opens in Milan, Italy

Ministry of Culture, Sports and Tourism and Korean Sport & Olympic Committee to Operate Korea House from February 5 to 22
A Hub for K-Culture and K-Sports Diplomacy

The Ministry of Culture, Sports and Tourism and the Korean Sport & Olympic Committee announced on January 27 that they will operate the 'Korea House' in Milan, Italy, during the '2026 Milano-Cortina d'Ampezzo Winter Olympics (2026 Milan Winter Olympics)' from February 5 to 22, 2026.

The Ministry stated that both the government and the private sector will jointly operate Korea House, utilizing it as a hub for K-culture and K-sports diplomacy.

Korea House will be established at Villa Necchi Campiglio, a historic architectural and cultural space in central Milan. Villa Necchi Campiglio, designed in the 1930s, is a renowned modern architectural landmark and museum, also famous as a filming location for movies such as 'House of Gucci.' The mansion will serve as a venue for high-level meetings and dinners for sports diplomacy, the outdoor tennis court will be used to promote K-culture and K-tourism, and the basement will be a relaxation area for the athletes.

The opening ceremony for Korea House will be held on February 5. Major figures from the domestic and international sports community, including Minister of Culture, Sports and Tourism Choi Hwi-young and Korean Sport & Olympic Committee President Yoo Seungmin, are expected to attend the ceremony. On February 17, the Lunar New Year, 'Korea Day' will be celebrated, featuring introductions to traditional Korean culture such as New Year's bows, as well as hands-on experiences with traditional games like Yutnori and Ttakji-chigi.

A variety of support programs will also be provided for the Korean athletes. The Team Korea Promotion Zone will display the national team uniforms, operate a photo zone, and host group cheering events for major competitions. At the 'Team Korea Disbanding Ceremony' on February 22, the passion and challenges of the athletes will be celebrated, and their achievements will be recognized together with sponsors.

The Korea Tourism Organization will promote “A Journey to Korea from Milan” by showcasing everyday Korean life as winter tourism content. A range of experiences will be offered, including idol makeup and hairstyle sessions, exhibitions featuring the aroma of Gangneung coffee and the scent of Jeju’s sea, and K-pop classes.

The National Museum Foundation will exhibit and sell 'MU:DS,' a collection that has repeatedly sold out. Ninety-six modern reinterpretations of Korean cultural heritage items, themed around Suyu, Cheongja, Baekja, Najeon, and 'K-Pop Demon Hunters,' will be displayed, while 19 popular items such as Bangga miniatures, Cheongja pouches, Cheongja keyrings, Magpie & Tiger badges, and Ilwolobongdo pouches will be available for purchase.

The Korea Craft & Design Foundation will host a hanbok fashion show titled “Seoljung Banquet: Hanbok Blossoming Under Snowflakes” at the Korea House opening ceremony. The show will highlight the elegance of hanbok in the winter atmosphere. Visitors can try on winter hanbok such as durumagi, as well as accessories like gat, jokduri, and bolkki, and take instant photos.

Sponsors such as CJ, NAVER, and Cass will also unite as one team to support Team Korea. CJ, in partnership with the Korea Tourism Organization, will operate a K-food and K-beauty exhibition themed on Han River convenience stores and offer K-entertainment displays providing K-tourism information linked to dramas. NAVER will run an online group cheering event and a Korea House introduction program featuring former national short track speed skater Kwak Yoon-gi and others. Cass will provide beverages for the opening ceremony and other major events. Team Korea cheering souvenirs will also be available on-site.

Korea House will be open from 11 a.m. to 8 p.m., and anyone can visit by making a reservation online or registering on site.

A Ministry of Culture, Sports and Tourism policy official stated, "The 2026 Milan Winter Olympics Korea House is not only a place to cheer for our athletes but also a stage to showcase the value of K-sports and the cultural strength behind it to the world," adding, "We will operate it as a space to support K-sports and experience K-culture."

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