‘Spring Royal Court Cultural Festival’ Opens on the 24th... Major Brand Collaborations

Amorepacific and Millie's Library Offer Experiential Programs
Terarosa and Nongshim to Provide Beverages and Snacks

The "2026 Spring Royal Court Cultural Festival," hosted by the Royal Palaces and Tombs Center of the Cultural Heritage Administration and organized by the Korea Heritage Service, will open on April 24. From April 25 to May 3, programs highlighting the artistic symbolism of each palace will be held under the theme "Palaces, Awakening the Arts," at the five major palaces—Gyeongbokgung, Changdeokgung, Deoksugung, Changgyeonggung, and Gyeonghuigung—as well as at Jongmyo.

This year's festival features collaboration partners such as Amorepacific, Terarosa, Nongshim, and KT Millie's Library. Amorepacific, through its beauty brand Sulwhasoo, will offer the experiential program "The Queen's Taste," which reinterprets the aesthetics of royal women and traditional wrapping cloth (bojagi) culture. Terarosa will provide approximately 10,000 bottles of beverages to visitors during the festival, while Nongshim will host online events featuring products like "Jocheong Yugwa" (Korean traditional sweets). KT Millie's Library will run a "Palace Workation" program at Yeongchunheon, King Jeongjo's reading space, allowing participants to enjoy reading, work, and relaxation all at once.

Scene from the 'K-Heritage Market' event.

Jin Mikyung, head of the Royal Court Cultural Festival team at the Korea Heritage Service, said, "As the Royal Court Cultural Festival expands in terms of visitor numbers and content diversity, the number of partnership inquiries from brands is also increasing." Since its launch in 2014, the festival has seen annual growth in attendance, with cumulative participation surpassing 800,000 last year.

The opening ceremony will be held at 7:30 p.m. on April 24 at Heungnyemun Square in Gyeongbokgung Palace.

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