Korean Cultural Center in Brussels opens its doors for travel, beauty and food festival

Korea Unboxed: Scoop the Trend showcases the country’s latest tourism, beauty and food trends in the second edition of the Korean Cultural Center’s flagship festival on 18 and 19 October.

After last year’s inaugural edition, which attracted thousands, the festival is taking a deeper dive into aspects the Korean wave, known as Hallyu, a global cultural surge encompassing film, drama, food, beauty, fashion and entertainment.

K-beauty

One of the festival’s crowd pullers is K-beauty, which traces its origins to the use of natural, home-made products and is now underpinned by innovation and hydration. Once a niche market, the country’s acclaimed beauty and cosmetics sector has become a worldwide phenomenon. Specialty shops have recently opened in Brussels and Korean products are now available at major retail chains like DI and Kruidvat.

Over the weekend, professional makeup artists will demonstrate signature K-pop idol looks alongside the more natural styles seen in K-dramas. Visitors are invited to join touch-up sessions, as well as discover the aesthetics and evolving trends that define Korean beauty.

K-food

There’s more to Korean food than spice and fermentation as the number of Korean-styled restaurants sprouting up in Belgium attest to. This year’s programme, presented in partnership with the Korea Rice Foodstuffs Association, draws inspiration from the traditional Korean greeting “Have you eaten rice?” It highlights rice not only as a staple, but as a symbol of community, sharing and resilience.

Nine rice-based food companies set up camp in Place de la Chapelle to showcase the versatility of rice through dishes such as Hwayo soju, rice ramen, and Yopokki (cup tteokbokki). Visitors can also enjoy iconic Korean street snacks like Sotteok-sotteok (sausage and rice cake skewers) and Tteok-kkochi (rice cake skewers in gochujang sauce).

K-tourism

Korea continues to captivate travelers, drawn to its natural beauty, vibrant culture and ultramodern capital Seoul. The festival turns the spotlight on Jeju Island—cherished in Korea as a place of rest and renewal. Jeju is presented not only as a scenic escape, but as a destination for personal discovery. The island’s famous Olle Trail offers themed walking routes, from food-inspired paths to romantic strolls for couples and contemplative trails for solo travelers.

Other attractions

Continuing the travel theme, an exhibition inspired by tarot cards offer visitors the opportunity of drawing a card to discover which Korean destination best suits their spirit of travel.

Workshops invite participants to craft traditional Korean headwear such as ikseongwan (a ceremonial hat worn by scholars) and jokduri (a formal headdress for women). They can also create norigae, a decorative pendant traditionally worn with women’s hanbok, which is the Korean traditional attire.

Meanwhile, at the hanbok experience booth in Place de la Chapelle, visitors can try the traditional Korean hairstyle daenggimeori and take selfies with Huntrix and the Saja Boys at the “K-Pop Demon Hunters” photo zone, featuring visuals provided by Netflix.

Director of the Korean Cultural Center, KIM Dongeun, says: “What is remarkable is that Korean culture, now loved around the world, is not limited to popular trends like K-pop and K-beauty. It also encompasses traditional elements such as costumes and their ornaments, as well as foods deeply rooted in Korea’s culinary heritage.”

Korea Unboxed: Scoop the Trend
18 & 19 November, 12.00-20.00
Korean Cultural Center
Rue de la Régence 4 & Place de la Chapelle
Brussels