Korean culture festival draws nearly 40,000 fans in Thailand, Vietnam

Korean culture is finding new audiences in Southeast Asia through ballet, live music, classical performances and digital art, with nearly 40,000 people attending or participating in events in Thailand and Vietnam this year, the Ministry of Culture, Sports and Tourism said Friday. The 2026 Korea Season, organized by the ministry, along with the Korea Foundation for International Cultural Exchange and Korean cultural centers in both countries, has attracted 39,917 participants since launching in May. The program aims to broaden the reach of Korean culture beyond K-pop and television dramas by introducing traditional art in contemporary forms and creating opportunities for collaboration with local artists. The series opened with “GAT,” an original ballet by Yoon Byeol Ballet Company inspired by the traditional Korean horsehair hat known as gat. Performances in Bangkok on May 23 and Hanoi on May 27 drew a combined 1,650 spectators, with accompanying exhibitions and workshops introducing audiences to the cultural significance of the headwear. October's K-LIVE FESTIVAL BAND:AGE brought toge