Korea Unboxed: New festival promotes the country’s tourism highlights, K-beauty products and delicious street food

New Brussels festival Korea Unboxed: Taste, Glow, Explore lifts the lid on the fascinating and vibrant Asian country on 16 and 17 November.

Showcasing Korean tourism, beauty products and street food, it offering an exclusive insight into the Korean cultural experience in the city centre.

The festival is the first large-scale event in Belgium to feature Korean tourism as its main theme, highlighting why the country is tipped to be a top travel destination.

The global phenomenon of hallyu – the Korean wave – plus the rise of K-everything, combined with beautiful nature, coastline, hiking, 5,000 years of history and fabulous food, are fuelling the country’s popularity.

It is staged at two site, with the tourism and beauty zones located at the Korean Cultural Center, while a street food zone is set up in nearby Place de la Chapelle.

In the K-Tourism Zone, five major tourist cities beyond the capital Seoul are promoted — Busan, Andong, Gangneung, Jeonju and Mokpo. Visitors can also pick up info on Korean travel and working holidays especially tailored for Generation Z.

Interactive sessions running on both days look into learning basic Korean and offering  personalised travel tips. One particular highlight is a 4-cut photo booth where you take fun selfie photo strips. It’s just one of the trends currently raging in digital powerhouse Korea.

Visitors can then dive into the irresistible world of K-beauty through interactive and hands-on activities. From personal colour analysis to live idol makeup tutorials from professional artists, this section is designed to be an immersive experience. Of course, it’s also possible to shop for skincare and makeup products presented by five leading Korean brands.

Korea’s unique culinary tradition is also enjoying international recognition. Place de la Chapelle will come alive with authentic street food served from 12 booths operated by vendors from across Belgium. Sample delicious Korean staples, including crispy fried chicken, kimbap and spicy tteokbokki, as well as a selection of traditional dishes. It is also possible to turn your hand to making your own Han River-style ramen.

The event is a joint effort by organisations, including the Ministry of Culture, Sports and Tourism, the Ministry of health and Welfare, the Ministry of Agriculture, Food and Rural Affairs, the Korea Tourism Organisation, the Korea Health Industry Development Institute, the Korea Agro-Fisheries & Food Trade Corporation and KOTRA.

Korea Unboxed: Taste, Glow, Explore
16 & 17 November, 12.00 -21.00
Korean Cultural Center
Rue de la Régence 4 & Place de la Chapelle
Brussels