Korea House becomes top cultural venue of Olympics

The Korea House in Milan, Italy / Korea Times photo by Kim Jin-ju

MILAN — At the Villa Necchi Campiglio, a historic mansion synonymous with Italian luxury and the film "House of Gucci," the scene has shifted from cinematic drama to culinary frenzy.

The quiet elegance of the 1930s estate was overtaken by a bustling, festive crowd the weekend of Feb. 8. In the manicured gardens where aristocracy once walked, visitors stood shoulder to shoulder, holding cups of fried chicken and fish cakes.

While athletes chase medals on the snowy slopes and in the ice rinks of the 2026 Winter Olympics, Korea is quietly executing a masterclass in cultural diplomacy in Milan's city center.

The Korea House is officially just one of 10 National Olympic Committee hospitality hubs in the city. But in practice, it has become the hottest ticket in town, transforming a diplomatic outpost into a cultural theme park that rivals the events themselves for attendance.

Christian, right, and Samira eat fish cake and fried chicken in a sweet sauce during a visit to Korea House in Milan, Feb. 12. Korea Times photo by Kim Jin-ju

Best place of the Olympics

Christian, 25, stood in the garden of The Korea House on Feb. 12, soaking in the atmosphere. For him, the visit was entirely about the culture.

"To be able to taste real K-food in the middle of Milan, I am really so happy," said Christian, who discovered Korean culture through K-dramas.

He was joined by Samira, 20, a repeat visitor who had returned for a second helping of the venue’s culinary diplomacy. Holding a cup of dakgangjeong (fried chicken in a sweet sauce) in one hand and eomuk (fish cake) in the other, she gestured to the crowd.

"The best place of this Olympics is Korea House," Samira said.

An opening ceremony for Korea House, Korea's hospitality space for the 2026 Winter Olympics, is underway at Villa Necchi Campiglio in Milan, Feb. 5. The venue serves as a hub for sports diplomacy and K-culture promotion during the Games. Yonhap

Historic villa meets K-pop culture

The venue’s success lies in its stark contrast and diverse programming. Beyond the food stalls, the house offers hands-on activities that serve as active evidence of Korea's soft power, such as K-pop classes and idol-style makeup and hairstyling sessions.

While the mansion’s interior remains a sanctuary for high-level sports diplomacy and banquets, the outdoor tennis court has been flooded with fans. The hanbok (traditional Korean dress) experience zone has become a selfie factory, packed to capacity with visitors eager to try on vibrant silk garments.

Jolie, left, smiles after taking a Korean "four-cut" style photo strip with her family at the hanbok experience zone of The Korea House in Milan, Feb. 12. Korea Times photo by Kim Jin-ju

Jolie, 45, waited patiently in the crowd with her 4-year-old daughter. They weren't there for the skiing results; they were there for a photo booth.

"My child is a big fan of 'KPop Demon Hunters'," Jolie said, referring to the popular media franchise. "I visited thinking it is a good opportunity for the child to experience Korean culture."

After snapping pictures in a Korean-style photo booth with her daughter dressed in hanbok, the pair blended back into the crowd. The scene highlighted how the venue offers something the sporting events cannot — direct cultural immersion.

As the Winter Games enter their final week, the lines outside the villa suggest a shift in the Olympic dynamic. Nations no longer just compete for podium finishes; they compete for attention. And in the heart of Milan, surrounded by the history of Italian luxury, Korea is winning over the crowds.

This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI system and edited by The Korea Times.