Korean Culture and Tourism Festival 2026 in Hanoi: Aiming to attract Vietnamese visitors to the land of kimchi
WVR - The Korea Tourism Organization in Vietnam and the Korean Cultural Center in Vietnam are co-organizing the "Korean Culture and Tourism Festival 2026". This event, combining the promotion of Korean culture and tourism, will take place at the Lotte Mall Tay Ho, Hanoi, from April 23-26.
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| The Korean Culture and Tourism Festival 2026 takes place in Hanoi. (Photo: Chu Van) |
Amidst the rapidly growing trend of Vietnamese tourists visiting Korea, the event aims to boost the attraction of Vietnamese tourists to Korea while strengthening cultural and tourism exchanges between the two countries.
With the slogan "Feel Your Korea", the event will showcase the diverse and appealing aspects of Korean culture with the participation of Korean government agencies, including the Korea Creative Content Agency, the Korea Agro-Fisheries & Food Trade Corporation, and the Korea SMEs and Startups Agency.
On April 23 (Thursday), the "Hallyu Talkshow" exchange program will be held featuring Korean actor Jung Il-woo, who appeared in the Vietnam-Korea co-production film Mang me di bo; singer and YouTuber Quang Vinh, known for his travel expertise; broadcaster Nguyen Thi Thanh Ha, an enthusiast of Korean cuisine and food; and K-beauty expert Emmi Hoang, also a beauty startup entrepreneur.
The "Hallyu Talkshow" exchange program is expected to bring interesting experiential stories about Korea related to tourism, cuisine, beauty, and Korean cinema.
At this event, the Korea Tourism Organization in Vietnam will focus on introducing local Korean tourist destinations with the theme "Hallyu Fan Tour" specifically for the Hallyu fan community, such as introducing K-POP MV filming locations...
Additionally, the Korea Tourism Organization in Vietnam will actively introduce locations related to esports, such as the globally renowned LCK (League of Legends Champions Korea) competition venues...
It is hoped that through these activities, the demand for Korean tourism among Vietnamese people, especially the MZ generation, who are very interested in the Hallyu wave, will be stimulated.
Notably, the Korea Tourism Organization in Vietnam, in collaboration with the Arte Museum, will offer visitors a vibrant multimedia art experience right on the stage area with themes such as Gwanghwamun night scenes, Hanbok, Hangeul script, Korean forests...
A series of diverse Korean cultural experience programs promise to offer visitors memorable experiences that satisfy all five senses, only available at the "Korean Culture and Tourism Festival 2026".
At the K-Content pop-up area of the Korea Creative Content Agency, visitors will be able to see objects and items that appeared in the Korean film that "stormed" in Vietnam, Ngu tru cua bao chua, and the famous Korean webtoon Solo Leveling.
At the K-Food pop-up area of the Korea Agro-Fisheries & Food Trade Corporation, the Gochujang butter mixed rice and black sesame macaron, which appeared in the film Ngu tru cua bao chua, will be recreated, along with a free tasting event of Korean-style fruit soda featuring Korean strawberries—a popular Korean export fruit in Vietnam—and mango, dragon fruit—two signature Vietnamese fruits.
At the K-Beauty pop-up area of the Korea SMEs and Startups Agency, visitors will experience the latest Korean cosmetics display, spin the wheel for prizes...
At the K-Heritage pop-up area of the Korean Cultural Center in Vietnam, in collaboration with the National Museum of Korea—which has recently become a tourist attraction in Korea—visitors will enjoy a space exhibiting Korean cultural heritage, particularly products from the BTS X MU:DS collaboration project (MU:DS is a cultural product brand of the National Museum of Korea) on the occasion of the release of BTS's 5th studio album ARIANG.
Through this event, the Korea Tourism Organization in Vietnam aims to introduce a Korean tourism model suitable for the characteristics of Vietnamese tourists, who have a special interest in shopping, gaming, K-pop, cuisine, TV/film, beauty, Korean webtoons... The goal is to establish a foundation to attract 600,000 Vietnamese tourists to Korea by 2026.
Ms. Park Eun Jung, Chief Representative of the Korea Tourism Organization in Vietnam, stated: “Vietnam is a key market with a clear trend of increasing tourists to Korea, and this is a crucial time to proactively boost this trend through the promotion of Korean culture and content.
At this 'Korean Culture and Tourism Festival 2026', we will comprehensively introduce the unique features of Korean culture and tourism so that Vietnamese people can feel a closer Korea, laying the groundwork to attract Vietnamese tourists to Korea”.
