All About K-Style: Convergence of Korean Content, Food, Beauty and Lifestyle

From November 15 to 18, the Ministry of Culture, Sports and Tourism and the Korea Creative Content Agency (KOCCA) staged the 2025 K-EXPO: All About K-style at Dubai Global Village and the Dubai World Trade Centre in the United Arab Emirates. The cross-ministerial international expo offered Korea’s content, food, beauty, and lifestyle goods for visitors to experience and exchange with local culture in Dubai, a global business hub with more than 25,000 companies in its free-trade zones.

Under the core value of convergence, the expo showcased AI-enabled Korean content, collaboration between content and consumer goods, and the development of a global investment network. K-pop artists Chen, Punch, and Billy performed at the concert, with a special collaboration between Billy and The Pixies. At the entrance, a large “Tiger and Magpie” photo zone, produced through a KOCCA–National Museum of Cultural Heritage Foundation collaboration, drew strong responses. The brand MU:DS presented heritage-based items and badges to spotlight Korea’s cultural assets.

K-FOOD booths were operated by the Ministry of Oceans and Fisheries, the Ministry of Agriculture, Food and Rural Affairs, and the Korea Agro-Fisheries & Food Trade Corporation, with tastings reflecting local preferences. A cooking show featuring actor Ryoo Su-yeong introduced dishes such as seafood tteokbokki with kim mayo sauce, capturing attention from Middle Eastern audiences. The Beauty Play zone offered skin diagnosis, personal color analysis, and makeup experiences, with many visitors seeking idol-inspired makeup and product purchases, expanding the reach of K-beauty. The Korea Tourism Organization highlighted autumn and winter destinations, while the Korea Design Promotion Institute showcased premium designs to support overseas expansion, and the Korea Foundation for International Cultural Exchange promoted its MyK FESTA pavilion to connect with global fans.

The expo organized a “My K-Island” exploration experience, including a K-content PPL zone where visitors could photograph and interact with spaces and products from Korean dramas and variety shows. Nan/Nan-style experiences and immersive content attracted families, with attendees noting that they could taste K-food and experience K-pop and K-beauty while deepening their understanding of Korean culture. Netmarble’s booth unveiled a new title ahead of its official launch, underscoring the strong pull of Korean IP in the region and beyond.

Export consultations, Majlis-style business lounges, and investor networking were conducted with 114 domestic companies participating and a total of 317 consultations with Middle Eastern buyers. Business talks reached roughly USD 40 million (about KRW 705 billion) and 18 memoranda of understanding were signed, reinforcing sustainable cooperation between Korea and the Middle East. Kim Rak-kyun, head of KOCCA’s Global Innovation Division, said Dubai’s status as a global transport hub and capital nexus made it a highly meaningful site for expanding K-content, and he hopes the expo serves as a turning point for broaderK-content outreach to the Middle East and Africa.