K-culture exhibitions expand reach in Germany and South Korea

South Korean cultural and consumer goods are seeing significant promotion through major exhibitions in both Germany and South Korea.

In Frankfurt, Germany, the Korea Trade-Investment Promotion Agency (KOTRA), in collaboration with the Korea Tourism Organization and local governments, hosted the ‘2026 K-Culture, Tourism Festival’ at the Galleria Department Store. The two-day event featured 80 companies showcasing approximately 250 products, including K-food and K-beauty items, generating 20,000 euros in sales. The festival aimed to utilize Germany as a strategic hub to expand K-culture and consumer goods exports across Europe.

Domestically, the ‘2026 Cheonan K-Culture Expo’ held at the Independence Hall of Korea attracted over 402,000 visitors over five days. The expo focused on three core pillars: K-food, K-webtoon, and K-pop. Interactive experiences, such as AI-driven caricatures and virtual idol debuts, were major draws. The event also integrated local economic support by distributing consumption coupons for regional businesses and supporting local mart discounts.