Gov’t ministries unite for massive K-Expo USA in Los Angeles

A scene of a beauty booth installed at K-Expo in Toronto in 2025 [MINISTRY OF CULTURE, SPORTS AND TOURISM] Jay Park on stage, hoe gimbap (raw fish rice roll) in hand and K-beauty on faces — Los Angeles is set to be swept up in a wave of Korean content and trend through early next week at “2026 K-Expo USA.” Starting Saturday, a Korean government-led exposition spanning themes of entertainment, cuisine and beauty will be held in downtown areas of Los Angeles, according to the host, the Ministry of Culture, Sports and Tourism, on Friday. The expo will run through next Wednesday. Related Article Busan's colorful backstreets embody the port city's rich history, culture and flavors CICI holds 17th Culture Communication Forum at Italian ambassador's residence Korean, Mexican presidents discuss bilateral cooperation on energy, economy, culture The event aims to boost Korean enterprises’ profile by showcasing contemporary trends and the latest technologies that have propelled the spread of Korean culture overseas. Poster for "2026 K-Expo USA" [KOREAN CULTURAL CENTER] Netflix will host an exhibition featuring images from its original productions made in Korea, while operating a lounge space displaying food products inspired by its intellectual property. Naver Webtoon, a digital comics subsidiary of Korea’s major platform operator, will offer an immersive exhibition that blends themes of food and beauty. Instant noodle maker Nongshim and cosmetics brand Jungsaemmool Beauty will also operate booths at the event. Ahead of the FIFA World Cup 2026, set to take place across North America, the Korea Football Association will also run an exhibition on the theme of the Korean national football team at the expo. Besides the exhibitions, the expo will offer consultation sessions for enterprises and food tasting events for individual consumers. Chef Song Hoon, who appeared on Netflix’s Culinary Class Wars (2024-2025), and...