From screen to everyday life, the K-Culture wave expands across the Middle East

In the Middle East, the K-Culture wave is surging. At the crossroads of global cultures, Dubai hosted the 2025 K-Expo, the largest edition yet, to showcase Korean culture. Dubai’s flagship theme park, Global Village, was filled with K-Culture, offering visitors immersive experiences from music and drama to cuisine.

Attendees danced with Baby Shark, explored motifs from “K-Pop Demon Hunters”—including magpies and tigers—and followed chefs’ instructions to make chapchae. The inaugural Middle East edition of the expo drew crowds from around the world, with reactions that exceeded expectations.

Dima Abu Naser of Dubai, UAE, says she grew up watching Korean dramas, starting at age 12 and feeling that they have been part of her life for most of it. The event was organized with six government ministries, twelve institutions, and more than 200 companies, marking the largest collaboration to date. Korea Creative Content Agency’s Global Innovation head Kim Rak-gyun noted that discovering K-Culture can deepen appreciation for Korean culture and products, amplifying the Korean wave in ways that extend beyond entertainment. Overseas fans who enjoyed Korean music, drama, films, and games also naturally spent on Korean foods and cosmetics, reflecting a broader living-culture shift driven by K-Culture. In Dubai, the cultural exchange continues to forge new paths, bridging East and West through Korea’s vibrant storytelling.