Korea launches yearlong cultural diplomacy campaign in Southeast Asia

A promotional poster for “2026 Korea Season” cultural program in Thailand and Vietnam / Courtesy of the Ministry of Culture, Sports and Tourism

Korea is expanding its cultural footprint in Southeast Asia with the launch of the “2026 Korea Season,” a yearlong campaign of performances, exhibitions and festivals designed to deepen ties with Thailand and Vietnam.

The Ministry of Culture, Sports and Tourism said Wednesday that the initiative will leverage major institutional milestones, including the relocation and reopening of the Korean Cultural Center in Thailand and the 20th anniversary of the cultural center in Vietnam. While regional interest in K-pop and K-dramas remains high, officials are looking to diversify the country's cultural exports by blending traditional heritage with contemporary Western art forms.

The program begins this month with a tour by the Yoon Byul Ballet Company, presenting "Gat," a production that reinterprets traditional Korean headwear through Western classical dance. The performance is scheduled for May 23 in Bangkok before moving to Hanoi on May 27.

By autumn, the initiative will shift toward modern programming with the "K-Live Festival" in October, which organizers said will feature collaborative performances by musicians from all three nations. In November, the Vietnam National Symphony Orchestra will partner with SM Classics to perform classical renditions of popular K-pop tracks in Hanoi. The year will conclude with multimedia exhibitions focused on Korean folklore, including a showcase of the National Folk Museum of Korea's "The Tiger God Shines" at the Vietnam Museum of Ethnology.

Beyond state-sponsored fine arts, the culture ministry is collaborating with various public and private organizations to host smaller interactive events. These will include K-beauty and design showcases, traditional musical theater, culinary workshops centered on kimchi and fermented pastes, and a "K-Game" week in Hanoi aimed at the region’s growing gaming market.

“The 2026 Korea Season will serve as an opportunity to communicate more deeply through culture with Thailand and Vietnam, our major partners in Southeast Asia,” Kim Hyun-jun, the ministry’s international culture policy director, said in a statement.

This article was published with the assistance of generative AI and edited by The Korea Times.