'K-Expo France 2024' to showcase Korean content, food and culture in Paris

The Ministry of Culture, Sports and Tourism, in collaboration with nine government agencies, will host the "K-Expo France 2024" at the Palais Brongniart, a French cultural heritage site in Paris, from Oct. 26 to 30.

Visitors line up at last year's ″K-expo″ held in Thailand. [MINISTRY OF CULTURE, SPORTS AND TOURISM]

The Ministry of Culture, Sports and Tourism, in collaboration with nine government agencies, including the Ministry of Trade, Industry and Energy and the Korea Creative Content Agency, will host the "K-Expo France 2024" at the Palais Brongniart, a French cultural heritage site in Paris, from Oct. 26 to 30.

The event aims to support the export of promising products and services from various industries related to Korea, including agriculture, fisheries and consumer goods, through inter-ministerial cooperation. Previously held in Asian countries such as Vietnam and Thailand, this year marks the third anniversary of the event and the first time it has expanded to Europe.

The expo will feature a business-to-consumer session from Oct. 26 to 27, offering exhibitions, experiences and performances of K-content and related products, and a business-to-business session from Oct. 29 to 30, supporting export consultations between domestic companies and overseas buyers. Approximately 90 domestic content and related industry companies and 70 overseas buyers will participate in the expo.

The business-to-consumer event will feature a total of 13 exhibition and experience zones, covering beauty, fashion, K-pop, books, dramas, webtoons, games, food and more to promote Korea’s content industry, intellectual property and related products.

SHINee member Key performs at last year's ″K-expo″ in Thailand. [MINISTRY OF CULTURE, SPORTS AND TOURISM]

To support this exhibition and experience, the Ministry of Agriculture, Food and Rural Affairs and the Ministry of Oceans and Fisheries will set up a "K-Food Zone" focusing on products gaining popularity in France, including ramyeon, convenient sauces, seaweed, tuna and fish sausages. The Ministry of Trade, Industry and Energy will run a "K-Beauty & Lifestyle Zone" centered on popular beauty and consumer goods from Korea.

A promotional booth dubbed "K-Lounge" will be set up on the second floor of the venue for Hallyu fans, featuring games like "Random Play Dance" and a K-drama guessing game, along with photo booths.

Actor Park Sung-hoon, star of hits like Netflix's thriller "The Glory" (2022), will hold a fan meet. Joining him will be boy band Monsta X's Minhyuk, making his return to the spotlight after completing his military service. Additionally, the dance crew HOOK from the popular competition show “Street Woman Fighter” (2021) will share the stage with a K-pop cover dance champion for a special performance.

A promotional poster for this year's ″K-Expo″ in Paris, France. [MINISTRY OF CULTURE, SPORTS AND TOURISM]

The "K-Book Exhibition Zone" will promote Korean publishing content. Approximately 100 books will be introduced, including 59 picture books and 36 Korean literary works translated into French. Four authors, including Kang Hye-sook and Kim Un-su, will give special lectures to visitors. Additionally, a special event will be held to celebrate the achievements of Han Kang, the first Korean and Asian woman to win the Nobel Prize in Literature, showcasing five of her works translated into French, including "The White Book" (2016) and "The Vegetarian” (2007).

"Given that this is our inaugural 'K-Expo' in Europe, we've curated a comprehensive lineup of Hallyu experiences, including exhibitions, performances and export consultations. Our goal is to provide both businesses and consumers with a one-stop destination to immerse themselves in the world of 'K',” said Kim Jae-hyun, director general of the content policy bureau at the Ministry of Culture, Sports and Tourism.

BY YOON SEUNG-JIN [yoon.seungjin@joongang.co.kr]