Embark on a Cultural Journey with the K-Culture Roadshow Festival in Korea
The “Experience Your Korea” K-Tourism Roadshow Festival will take place in PenFed Plaza at Tysons Corner Center in Virginia from August 23rd to 24th, 2025. The event, organized by the Ministry of Culture, Sports, and Tourism in partnership with the Korea Tourism Organization (KTO), aims to showcase various aspects of Korean culture such as K-pop, K-food, K-beauty, and more in the heart of the Washington, D.C., Metro Area.
This consumer event seeks to attract more visitors to Korea from the U.S. East Coast by providing immersive cultural experiences. With the 2025 APEC Summit set to take place in Gyeongju in November, this festival intends to engage residents of Virginia, Maryland, and Washington, D.C., a center for politics and diplomacy.
The festival comes on the heels of the success of various Korean cultural exports like the Korean original musical Maybe Happy Ending, the Netflix series Squid Game, and K-pop music, which have all gained popularity on a global scale. By highlighting Korea’s vibrant culture, food, and beauty, the event hopes to not only cater to families and K-culture fans but also boost inbound travel to Korea.
The “Experience Your Korea” Roadshow will feature more than 20 participating organizations, including the Korean Cultural Center in D.C., Korean Air, bb.q Chicken, Nongshim, and leading K-beauty brands. Various programs and activities will span across two days, providing opportunities to partake in Korea’s rich culture, art, food, beauty, and regional tourism.
Attendees can look forward to K-Art displays by renowned media artist Lee Leenam, K-POP & K-GAMES experiences like a K-POP dance contest and Korean games inspired by popular TV shows. Additionally, there will be K-Gems showcases including walking tours in Seoul and highlights of Korea’s major festivals.
Movie enthusiasts can enjoy an outdoor screening of the film Little Forest, while K-Beauty enthusiasts can indulge in beauty and wellness experiences offered by leading brands. Foodies can sample various Korean flavors, including bb.q Chicken, Nongshim ramen, and authentic Jongga kimchi.
The festival promises a unique opportunity for visitors to experience the vibrant culture and offerings of Korea in a real-life setting. As Heejin Cho, the executive director of the American office for KTO, states, the goal is to convert global interest sparked by K-content into actual visits to Korea. For more details on the schedule and programs, interested individuals can visit the event website for further information.
With Korea Tourism Organization (KTO) spearheading this initiative, the “Experience Your Korea” K-Tourism Roadshow Festival aims to promote Korea as an all-season tourism destination. By highlighting the country’s rich history, dynamic culture, delicious food, and welcoming people, Korea stands out as a vibrant travel hotspot that seamlessly blends tradition with modernity.