First Lady Kim Hye-kyung Promotes 'K-Culture' as Ambassador: "Please Visit Korea"

Attending the "K-Culture and Tourism Expo" in Hanoi, Vietnam
Sampling Yakgwa and Demonstrating Bibimbap with Actor Jung Il-woo

First Lady Kim Hye-kyung, who is on a state visit to Vietnam with President Lee Jae-myung, attended the "K-Culture and Tourism Expo" held at Lotte Mall West Lake Hanoi on the 23rd (local time), according to Deputy Presidential Spokesperson An Gwi-ryeong.

President Lee Jae-myung and First Lady Kim Hye-kyung, who are on a state visit to Vietnam, are looking at exhibits with actor Jung Il-woo at the K-Culture and Tourism Expo held at Lotte Mall in Hanoi on the 23rd (local time). Photo by Yonhap News

The K-Culture and Tourism Expo is an event organized by the Korea Tourism Organization and others to allow participants to experience the growing K-culture in Vietnam across various fields, including content (dramas), food (Korean cuisine), beauty (cosmetics), heritage (cultural assets), and travel (tourism). The event is being held for four days from the 23rd to the 26th. Lotte Mall West Lake Hanoi, where the event is taking place, is the largest shopping and entertainment complex in Vietnam and is often described as "Korea within Vietnam" and "the mecca of K-lifestyle." Since its opening in September 2023, the mall has attracted more than 25 million cumulative visitors.

On the first day of the event, First Lady Kim Hye-kyung toured the indoor popup zones of the K-Culture and Tourism Expo with actor Jung Il-woo. Jung Il-woo, who starred in the Korea-Vietnam co-produced film "I'm Going to Abandon My Mother," has earned the affectionate nickname "Vietnamese son-in-law" locally. First Lady Kim emphasized, "Culture, including films, is the warmest link that connects people beyond language and borders," stressing that such exchanges will deepen understanding and friendship between the peoples of both countries.

First, First Lady Kim visited the K-content and K-food popup zones themed after the drama "The Tyrant's Chef," which was popular not only in Vietnam but also worldwide. There, she viewed the attire and props of the royal chefs who served the kings during the Joseon Dynasty. She then participated in a hands-on experience making dishes featured in the drama, guided by Chef Ji Jun-hyuk, the first Korean chef to be listed in the Michelin Guide Vietnam in 2023.

First Lady Kim remarked, "I'm excited to see what new flavors will emerge when Vietnamese ingredients are added," and made bibimbap with visitors by mixing rice, morning glory, various vegetables, gochujang (red chili paste), and butter. She added, "Just as different ingredients come together for a better flavor, I hope the cultures of our two countries will mix and become even richer," conveying the meaning of "harmonious bibimbap."

In addition, after making macarons using Korean black sesame and Vietnamese condensed milk, First Lady Kim personally handed them out to Vietnamese visitors and engaged in conversation. She warmly greeted them, saying, "How is it? Please enjoy," to which the visitors responded, "It's delicious," and "Thank you."

At the traditional K-food popup zone, she listened to explanations about persimmon leaf tea, ginseng, and yakgwa (traditional Korean sweets), and tasted yakgwa herself. When she asked if ginseng is used in Vietnamese cuisine, Chef Ji Jun-hyuk introduced a dish served at his restaurant featuring a ginseng foam on braised short ribs. A menu featuring ginseng on top of pho is also gaining popularity in Vietnam.

First Lady Kim also tasted hwachae (fruit punch) made with Korean oriental melon and strawberries and Vietnamese mango. She commented, "The blend of delicious fruits creates a more harmonious taste, and the oriental melon is especially fresh and refreshing," adding, "I can really feel the local popularity of Korean oriental melon, which is now in its second year of exports to Vietnam." Jung Il-woo also chimed in, "The fruits are very sweet and absolutely delicious."

President Lee Jae-myung and First Lady Kim Hye-kyung, who are on a state visit to Vietnam, are making bibimbap at the K-Culture and Tourism Expo held at Lotte Mall in Hanoi on the 23rd (local time). On the left is actor Jung Il-woo. Photo by Yonhap News.

At the K-beauty popup zone, she explored a variety of Korean cosmetics and directly engaged with visitors by trying out products together, drawing enthusiastic responses from the crowd. Notably, Boryeong mud cosmetics, which were discussed during a meeting between President Lee and small business leaders in March, were on display and attracted much attention. First Lady Kim introduced her own routine, saying, "Consistent home care is important for skincare," and "I practice 'one mask pack a day'." She personally tried a mud pack, which garnered significant interest.

At the K-heritage popup zone, she browsed cultural products from the National Museum of Korea. First Lady Kim shared an anecdote about Madam Ngo Phuong Ly, who was unable to purchase a miniature of the Pensive Bodhisattva during her state visit to Korea last year, and explained that she presented the gift to her during this state visit to Vietnam.

She also introduced a soju glass that changes the scholar's face on the surface to red when filled with alcohol, recommending it to visitors as "a fun novelty item you should try." She expressed her fondness for Korean cultural products by trying on a shoulder bag produced in collaboration with BTS.

At the K-travel popup zone, she viewed exhibits introducing Korean tourist destinations and participated in an event recommending "favorite travel spots." First Lady Kim suggested Gwanghwamun and Gyeongbokgung, which showcase the charm of Seoul, and left a message inviting foreign tourists to visit Korea. She further noted, "Even just outside Seoul, you can discover other beautiful landscapes and stories of Korea," and recommended Cheongnyeongpo in Yeongwol, Gangwon Province—the setting of the Korean film "The Man Who Lives with the King," which covers about 600 years of history—as a must-see destination.

Afterwards, First Lady Kim visited the outdoor K-webtoon and K-game popup zones, conversing with visitors experiencing the content and sharing in the lively atmosphere. She commented, "I hope the interest in K-culture, including webtoons and games, will lead to tourism in Korea," and added, "I sincerely hope you will come visit Korea at least once. I also look forward to this event further expanding exchanges and empathy between the peoples of both countries through K-culture."

Meanwhile, First Lady Kim warmly greeted local visitors wearing hanbok, thanked them for their interest in Korean culture, took commemorative photos together, and concluded her schedule in a spirit of warm exchange.

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