RoK culture festival taps immersive experiences to boost tourism demand
VOV.VN - An immersive showcase of Korean culture, entertainment, and lifestyle is being rolled out in Hanoi as part of the Korea Culture and Travel Festival 2026, aiming to deepen people-to-people connections and stimulate outbound tourism demand from Vietnam.
Running from April 23 to 26 at Lotte Mart West Lake, the festival is jointly organised by the Korea Tourism Organisation (KTO) in Vietnam and the Korean Cultural Centre in Vietnam under the theme “Feel Your Korea”.
The event offers visitors a multi-sensory journey through Korean culture, spanning K-pop, cuisine, beauty, and digital content, in an effort to translate cultural interest into real travel demand.
A highlight of the festival is the introduction of “Hallyu Fan Tour” products tailored for fans of the Korean wave, featuring destinations linked to film locations, K-pop music videos, and esports venues such as those hosting the League of Legends Champions Korea.
In collaboration with Arte Museum, organisers are also bringing immersive media art experiences to the event stage, showcasing iconic Korean themes including Gwanghwamun at night, Hanbok, Hangeul, and forest landscapes.
The festival space is divided into thematic zones designed to engage all five senses. The K-Content and K-Heritage areas display items from popular Korean films and cultural heritage exhibits, alongside collaborative products such as the BTS X MU:DS project tied to the “Ariang” album of BTS.
Meanwhile, the K-Food zone offers signature dishes such as bibimbap with gochujang and black sesame macarons, along with fusion beverages combining Korean strawberries with Vietnamese fruits. The K-Beauty area introduces newly launched cosmetic lines and interactive activities for visitors.
Through the large-scale event, KTO aims to promote tourism offerings aligned with Vietnamese travellers’ preferences, targeting 600,000 Vietnamese visitors to the Republic of Korea this year.
According to Park Eun-jung, head of KTO Vietnam, Vietnam is a key market with strong growth potential, and cultural promotion is a strategic lever to further accelerate travel demand.
Cultural Colours Festival 2026 revives Vietnamese heritage in HCM City
VOV.VN - The second Cultural Colours Festival, themed “Bach Viet Ascension,” opened in Ho Chi Minh City on April 22, offering a journey into Vietnam’s traditional cultural heritage.
