- Showcasing Korea’s rich and diverse culture, with contributions from 15 private and public institutions

- Korea House will play a role of supporting athletes and advancing sports diplomacy

Minister YU In Chon of the Ministry of Culture, Sports and Tourism (MCST) together with the Korea Sport and Olympic Committee (KSOC) (President LEE Kee Heung) will operate the largest-ever Korea House from July 25 (Thur) to August 11 (Sun) to promote Korean culture during the Olympic Games Paris 2024 (Paris Olympics).

The Korea House, which has been in operation since the Athens 2004 Summer Olympic Games, was mainly used as a base for supporting athletes and advancing sports diplomacy. The Paris Olympics is expected to attract a large number of spectators from around the world, as it is the first Olympics to be held after the end of COVID-19, with all events open to the public. Notably, the Paris Olympics will mark the return of the Olympics to Paris after 100 years, and the opening ceremony will be the first in modern Olympic history to be held outdoors.

Accordingly, the MCST and the KSOC plan to operate Korea House as a multifunctional cultural space, showcasing the diverse charms of Korean culture to visitors from around the globe attending the Olympic Games in Paris. For the first time, 15 private and public institutions will participate in the operation of Korea House, offering various exhibitions, experiential events, and performances across different fields.

Various Korean cultural experiences and performances to be featured, including K-pop dance classes, a joint Korean-French youth performance, a Korean ballet gala, and a Hanbok fashion show

The Korea Tourism Organization (KTO) will host a series of Korean cultural experience events from July 27 (Sat) to 31 (Wed), featuring K-pop, K-beauty, and K-food, with the aim of promoting Korean tourist destinations and fostering broader interest in Korean culture, potentially leading to increased visits to Korea. Reflecting the global fascination with K-pop, the events will feature K-pop cover dance performances, B-boying shows, and interactive K-pop dance classes where visitors can participate in person. Other events, which will appeal foreigners to experience Korean culture, include providing Korean snack packages, applying Korean makeup, and finding personalized color.

The Korea Arts & Culture Education Service will also present “Project Hand,” a collaborative dance performance featuring both Korean and French youth. The Korean youth from the Dance Company of Dream and French youth interested in Korean culture will take the stage together to deliver a joint performance honoring the Olympic spirit of harmony and friendship. Under the artistic direction of Korean dancer AHN Eun Me, Ahn Eun Me Company and the French nonprofit dance group DaPoPa have collaborated to prepare the performance, coaching youth from the both countries.

To showcase Hanbok’s elegance, the Korea Craft & Design Foundation will present a Hanbok fashion show as an opening event leading up to Korea Day on August 1. The Korean National Ballet will showcase Korean ballet in France, a place considered a birthplace of the Ballet. In the Korea House Grand Theater, a classical ballet performance alongside creative works that blend ballet with traditional Korean music will showcase the world-class artistry of Korean ballet.

To lay the groundwork for the Korean Wave in the publishing industry and enhance the global recognition of Korean literature, the Korea Publishing Culture Industry Promotion Agency is organizing a Book Concert. This event will feature a live painting show by picture book author LEE Ki Hoon, as well as literary discussions with Korean authors BAIK Sou Linne and YUN Ko Eun, together with French author Bernard Minier.

A diverse range of exhibitions, from traditional culture to media art to be presented

Permanent exhibitions will also be running. The KTO will partner with HYBE to showcase major Korean tourist attractions visited by K-pop stars and highlight cultural tourism events. A tourism promotion center will also be set up, featuring displays of K-pop stage costumes and offering visitors the opportunity to take photos in traditional and modern Korean traditional costume against backdrops of Korean tourist spots. The MCST will curate and present exhibitions celebrating the essence of traditional Korean culture, showcasing Hanbok, hanji (Traditional Korean paper), and hansik (Korean cuisine). The Korea Foundation for International Cultural Exchange is collaborating with the Korea Ceramic Foundation to present an exhibition of Korean ceramics, showcasing their beauty to audiences in France and around the world. Meanwhile, the Korea Creative Content Agency will showcase media art that leverages new technology and convergent content. A wide variety of media art will also be on display, ranging from works that capture Korea’s natural landscapes to those incorporating K-pop and Korean game content.

Different private companies will take part as well. Notably, CJ Group will feature Korean cultural content such as movies, food, and music, while Photoism will provide photo frames of Korean national athletes and K-pop stars. Cass will run a booth modeled after a Korean street food stall, and Paris Baguette will present its products to the local residents.

Providing dedicated support to athletes, including cheering athletes during matches and medal ceremony for winners  

The Korea House will continue to fulfill its core role of supporting Korean athletes at the Paris Olympics and advancing sports diplomacy. During the Games-Time, a rest area will be provided for athletes, and enthusiastic cheering will accompany them as they compete. HYBE will provide cheering sticks for the athletes, adding a unique touch to the cheering experience. When Korean athletes win medals, medal ceremonies and interviews will also be held. In addition, on the eve of the closing ceremony (August 10), a Team Korea Day will be hosted to honor and celebrate the achievements of the Olympic athletes. In addition, Korea Day event will be held to promote international sports exchanges by inviting representatives from global organizations, including the International Olympic Committee (IOC). A permanent exhibition hall will also be operating, showcasing the history of Korean sports and the international events Korea has successfully hosted.

The Korea House is open to the public for free with prior reservation through the website (https://teamkoreahouse.co.kr). Located in the 7th arrondissement in Paris, it occupies the entire three-story Maison de la Chimie (House of Chemistry), a highly accessible building with diverse spaces, including both a large and a small theater.

An MCST policy officer stated, “This is the first time relevant institutions have directly involved in and collaborated on such a large scale to operate Korea House. We will offer a wide range of content to ensure Korea House supports athletes and sports diplomacy while also serving as a platform for sharing Korean culture with the world during the Olympics.”