The Korean Cultural Center in Brazil (KCCB), together with the National Gugak Center’s National Gugak Museum, opened “K-Pop Meets Traditional Korean Music” in São Paulo on Sept. 7. The opening consisted of a guided tour with the exhibition curator and the special “The Sound Within Me, the Shape of Wishes” workshop, where participants created beaded keyrings inspired by the emotions and wishes they felt while experiencing Korean traditional music and dance. The exhibition is part of the Ministry of Culture, Sports and Tourism’s 2026 Touring K-Arts program and runs through Nov. 8.

The exhibition also invites visitors to participate through an installation inspired by the dangsan tree, where they can write down and hang their own wishes. Alongside these interactive elements, the exhibition connects traditional Korean arts with familiar K-pop and K-content, allowing visitors to encounter traditional culture through contemporary Korean popular culture. The exhibition presents Korean traditional music and arts as living forms that continue to be reinterpreted today.