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

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

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

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The K-Culture and Tourism Expo is an event organized by the Korea Tourism Organization and others, allowing visitors to experience the rapidly spreading K-culture in Vietnam across various fields such as content (dramas), food (Korean cuisine), beauty (cosmetics), heritage (cultural heritage), and travel (tourism). The expo runs for four days from April 23 to 26. The venue, Lotte Mall West Lake Hanoi, is Vietnam’s largest shopping and entertainment complex, often called "Korea in Vietnam" and a "mecca of K-lifestyle." Since its opening in September 2023, it has attracted more than 25 million cumulative visitors.

On the first day of the expo, First Lady Kim toured the indoor pop-up zones of the event with actor Jung Il-woo. Jung Il-woo, who starred in the Korean-Vietnamese co-produced film "Going to Abandon Mother," has earned the affectionate nickname "Vietnamese son-in-law" locally. Kim emphasized, "Culture, including films, is the warmest bridge connecting people across languages and borders," adding that such exchanges will deepen understanding and friendship between the peoples of both countries.

First, Kim visited the K-Content and K-Food pop-up zone, themed after the hit drama "Chef of the Tyrant," which gained popularity worldwide, including in Vietnam. She observed the attire and props of "Daeryeongsuksoo," the royal chefs of the Joseon Dynasty. Guided by Chef Ji Jun-hyeok, who became the first Korean chef to be listed in the Vietnam Michelin Guide in 2023, Kim participated in a hands-on experience recreating dishes from the drama.

Kim said, "I'm looking forward to seeing what new flavors will emerge when Vietnamese ingredients are added," and made bibimbap together with visitors by mixing rice, water spinach, various vegetables, gochujang, and butter. She commented, "Just as different ingredients blend to create a better taste, I hope our two cultures will mix and become even richer," conveying the meaning of "bibimbap of harmony."

Kim also completed macarons using Korean black sesame and Vietnamese condensed milk, and shared them directly with Vietnamese visitors at the event. She warmly greeted them, saying, "How is it? Please enjoy," to which the visitors responded with "It's delicious" and "Thank you."

At the traditional K-Food pop-up zone, Kim listened to explanations about persimmon leaf tea, ginseng, and yakgwa (traditional sweets), and even tasted yakgwa herself. When Kim asked if ginseng is used in Vietnamese cuisine, Chef Ji Jun-hyeok explained, "At my restaurant, I serve dishes topped with ginseng foam over galbijjim (braised short ribs)." He added that dishes with ginseng on top of pho are also gaining popularity in Vietnam.

Kim also tasted a fruit punch made with Korean oriental melon and strawberries, as well as Vietnamese mangoes, commenting, "With all these delicious fruits, the harmony is even greater. The oriental melon, in particular, is fresh and refreshing." She remarked, "I can feel the local popularity of Korean oriental melon, now in its second year of export to Vietnam." Actor Jung Il-woo also agreed, saying, "The fruit is very sweet and 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.

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At the K-Beauty pop-up zone, Kim explored a variety of Korean cosmetics and encouraged audience participation by trying out products with visitors. Notably, Boryeong mud cosmetics, which were mentioned during President Lee Jae-myung’s meeting with small business owners in March, were also on display. Kim shared, "Consistent home care is important for skin management," revealing that she practices "one facial mask a day," and drew significant attention by personally trying the mud mask on site.

At the K-Heritage pop-up zone, Kim looked at cultural products from the National Museum of Korea. She recalled an episode where Madam Ngo Phuong Li was unable to purchase a miniature of the "Pensive Bodhisattva" statue during her state visit to Korea last year and said that she delivered the item as a gift during this visit to Vietnam.

Kim also introduced visitors to a soju glass that turns the face of a scholar red when alcohol is poured in, saying, "This is a fun novelty item. Please try it out." She further demonstrated her affection for Korean cultural products by trying on a shoulder bag produced in collaboration with BTS.

At the K-Travel pop-up zone, Kim viewed exhibitions introducing Korean tourist destinations and participated in a "favorite destination" recommendation event. She recommended Gwanghwamun and Gyeongbokgung, which best showcase the charm of Seoul, and invited foreign tourists to visit Korea. Kim added, "Just outside of Seoul, you can discover another side of Korea’s beautiful scenery and stories," 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 another travel destination.

Afterwards, Kim visited the outdoor K-Webtoon and K-Game pop-up zones, engaging with visitors experiencing the content and joining in the lively atmosphere. She said, "I hope the interest in K-culture, including webtoons and games, will lead to more tourism to Korea. I sincerely hope everyone will visit at least once," adding, "I look forward to this event further expanding mutual exchange and understanding between the peoples of both countries through K-culture."

Meanwhile, Kim warmly welcomed local visitors dressed in hanbok, expressed her gratitude for their interest in Korean culture, and concluded her visit by taking commemorative photos together, wrapping up the event in a spirit of warm exchange.

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