Organized by the Korean Association of Brazil, chaired by Beom-jin Kim, and co-organized by the Korean Cultural Center in Brazil, under the direction of Cheul Hong Kim, the 17th Korean Culture Festival took place in São Paulo on August 17 and 18, 2024. The event attracted around 100,000 visitors who gathered to celebrate Korean culture.

This year's festival expanded its activities beyond the main stage at Praça Cel. Fernando Prestes. With an even more diverse two-day program, the event also took place at the Oswald de Andrade building, located just a 5-minute walk from the square.

Notable events held at this venue included the Korean Culture Seminar (K-Debate), featuring researchers from the University of São Paulo (USP) and the Federal Fluminense University (UFF), and art workshops in partnership with Companhia das Letrinhas, where participants could replicate drawing techniques with charcoal and mixed media from the books "A Mamãe do Pintinho" by Heena Baek and "Verão" by Suzy Lee, respectively.

At Oswald de Andrade, the jazz duo Song Yi Jeon and Vinicius Gomes contributed to the program with a new performance and a Q&A session with the audience. On Sunday, the event also featured a special performance by the Sejong Choir, composed of students from the CCCB’s choir course, as well as a performance by the choir of the Municipal School of Music of São Paulo.

17th Korean Culture Festival at Oswald de Andrade

The Korean Education Center also participated with an informative booth about exchanges in South Korea. Additionally, attendees could enjoy an exhibition of ceramics, painting, calligraphy, and sculpture, featuring works by local Korean community artists, available for viewing until August 31.

Back at Praça Cel. Fernando Prestes, the festival offered a series of artistic performances, including the final of the 12th K-Pop Festival Competition and a show by the South Korean group NTX. Besides the main stage, the square hosted over 40 exhibitors selling Korean food and other products.

New to this year's event was the Special Menu Promotion Project, aimed at encouraging Brazilians to visit Korean restaurants in the Bom Retiro neighborhood, particularly during the festival period. Participating restaurants offered special menus and/or exclusive discounts.

17th Korean Culture Festival at Praça Cel. Fernando Prestes

Consul-General Jin-weon Chae and Director Cheul Hong Kim expressed their commitment to continuing the promotion of Korea's rich and vibrant culture in Brazil. Both reaffirmed their dedication to intensifying their efforts to offer even more Korean cultural experiences to the Brazilian audience.