The ‘K-Food Summer Experience Programme’, aimed at promoting Korean agricultural and fishery products, successfully took place in Dubai from June to August. This initiative, designed to bring Korean cuisine to global dining tables, was hosted at Korea360 in Dubai Festival City Mall.
The programme began in June with a large cooking show featuring the famous Korean chef, Choi Hyun-seok. His live cooking demonstrations of Korean dishes captivated the local audience and greatly increased interest in K-Food. In July and August, interactive weekend programs allowed consumers to explore and savor Korean ingredients firsthand.
The programme featured three main activities: the SNS-driven “Wanted” event, the “Pick & Pack” bottle-decorating activity, and the “Cook & Connect” cooking sessions. The “Wanted” event encouraged participants to find specific Korean products weekly and share them on Instagram to win giveaways, boosting K-Food’s social media visibility and drawing traffic to Korea360. In “Pick & Pack,” consumers decorated locally distributed Tritan bottles with Korean-themed stickers and Hangul lettering, fostering a deeper cultural connection beyond a simple giveaway. The “Cook & Connect” sessions, held 12 times (six focused on agricultural products and six on seafood), invited local chefs to showcase practical Korean recipes. Participants could taste dishes, ask questions, and learn how to incorporate Korean ingredients into their meals.
One local participant remarked: “K-Food isn’t just a unique taste, but something I found can be easily enjoyed at home. Through this programme, Korean agricultural and fishery products became much more familiar to me.”
In August, a B2B event was organized, inviting local buyers and distributors. The session offered insights into Korean agri-food products and brands and provided a platform for discussing export opportunities. It fostered valuable connections between Korean companies and Middle Eastern buyers, paving the way for future business growth.
The campaign gained momentum with regional influencers actively participating, enhancing K-Food’s presence on social media. Numerous visitors showed a strong interest in Korean culture and products, underscoring Korea360’s vital role as a bridge between Korea and the Middle East.
Yongpil Jeon, Director of the aT Center Dubai Branch, commented: “This K-Food Summer Experience Programme was more than a one-off promotion. It showcased Korean agricultural and fishery products as a competitive global food culture and reinforced Korea360 as a key platform connecting consumers and buyers with Korea’s diverse products and culture.”
The programme’s success demonstrated that Korea360 is not just an exhibition space—it is a hub that effectively disseminates Korean food and culture in the local market. Looking ahead, Korea360 plans to expand its programs to further enhance cultural exchange and business collaboration between Korea and the Middle East.
