The K-tourism roadshow in London, “축제 Korea Now,” hosted by the Korea Tourism Organization from June 8 to 10, 2023, concluded in success. The roadshow was held in London to commemorate the 140th anniversary of Korea-UK relations, aiming to strengthen the exchange between the two countries through various cultural and travel events related to Korea. 

The roadshow kicked off on June 8 at the world’s largest arts and design museum V&A Museum in London, with a B2B event involving 200 individuals in the travel, culture, and media industry. The event showcased diverse aspects of Korean culture, including media art and hallyu content. 

The promotional event for the general public took place on June 10 at Outernet London. Clips of major attractions like Cheong Wa Dae and Tourism Hub Cities, as well as media art shows, were played on the world’s largest LED screen. In addition, visitors to the roadshow also enjoyed a variety of entertainment and experiences such as stage performances, K-pop flash mob, K-street food, and K-beauty makeup show. 

VISITKOREA and K-beauty promotional booths were also available on-site. Despite the hot weather, more than 500 individuals joined K-friends and responded to the K-beauty survey, showing great interest and excitement toward Korean culture. As K-friends is planning a review event for those who attended the London roadshow, attendees are encouraged to check for announcements. 

Date & time:

(B2B) June 8, 2023 (Thu) 18:45-22:00 / (B2C) June 10, 2023 (Sat) 11:00-19:00

Venues: (B2B) V&A Museum, (B2C) Outernet & St Giles Square in London, England

Website: www.koreanow.london