From February 21 (Friday) – 22 (Saturday), the Ministry of Culture, Sports and Tourism (MCST, Minister Yu In Chon) will be hosting the “Korea Season in Korea 360” event to showcase performances of Korean drama theme songs and fusion gugak (traditional Korean music), along with various hands-on cultural experience programs, prior to the launch of its overseas promotional center, Korea 360, in the United Arab Emirates (UAE).

From October 2023 through April 2024, MCST has organized the 2024 Korea Season in UAE in collaboration with the Korea Foundation for International Cultural Exchange (President Park Chang Sik) and the UAE Korean Cultural Center. The Korea Season initiative, launched in 2022, serves to enhance Korea’s brand as a global cultural powerhouse, with key countries with significant Hallyu influence selected each year. Over many months, a series of cultural events are held in the selected country for the year to showcase and present various performances, exhibitions, craft arts, tourism, and content that will further promote Korean culture. In the UAE, a total of 13 performances, exhibitions, and cultural experience programs are being held, primarily in Abu Dhabi and Dubai.

The upcoming “Korea Season in Korea 360” in Dubai, the largest city in the UAE, will mark the 12th event of the Korea Season series. The event is being organized in collaboration with the Korea Creative Content Agency (KOCCA, Acting President Yoo Hyun Suk)’s Business Center in UAE. The Korea 360 indoor performance hall will feature live performances of Korean drama theme songs and fusion gugak, currently popular in the UAE, while the exhibition space will host fan signings, hands-on Korean culture experience booths, and promotional videos of K-pop and Korean drama series. Renowned artists will also take the stage, including singer K.Will, Gummy, and fusion gugak performance group QUEEN. These performances and events are expected to captivate existing local Hallyu fans and attract new audiences who have gained interest in Korean culture through the ongoing Korea Season, fostering  anticipation for the upcoming launch of Korea 360.

Pilot UAE Korea 360 to Launch on February 28, with Official Opening on April 11

UAE Korea 360 is a comprehensive Hallyu promotional center, located within the Dubai Festival City Mall, that was established with the support of six Korean government ministries: the Ministry of Culture, Sports and Tourism; the Ministry of Agriculture, Food and Rural Affairs; the Ministry of Trade, Industry and Energy; the Ministry of Health and Welfare; the Ministry of Oceans and Fisheries; and the Ministry of SMEs and Startups. By offering various K-content and immersive content experience programs, plus exhibitions and sales opportunities for high-quality Hallyu-related products such as agriculture, fisheries, consumer goods, and cosmetics, the center will serve as a primary gateway for K-content and related sectors to enter the local market. Following the “Korea Season in Korea 360” event, the promotional center will commence its pilot operations on February 28 (Friday). After making improvements based on visitor feedback and preferences gathered during the Ramadan period, Korea 360 will celebrate its official launch  on April 11 (Friday).

Director General Kim Hyun Jun of the International Cultural Affairs Policy Division of MCST expressed his expectations that “the event will raise local awareness and anticipation for the upcoming launch of Korea 360 as well as serve as a bridge that connects local audiences interested in Korean culture and arts to mainstream Hallyu.” He added, “UAE Korea 360, along with Indonesia Korea 360 launched in 2022, will act as a pivotal base for Hallyu-related companies to expand into Middle Eastern and Asian markets.”