The Ministry of Culture, Sports and Tourism (Minister CHAE Hwi-young, MCST), in collaboration with the Korea International Broadcasting Foundation (Arirang TV), is launching the “2026 The Senses of K-Culture” initiative to showcase Korea’s diverse charms to the world. As part of the initiative, approximately 120 foreign content creators (influencers) residing in Korea will experience the flavor, style, and relaxation that Korea has to offer and share their experiences with global audiences through social media content.

From Jeonju on April 17 to Goseong in November — “Discovering Korea Through Experience”

The initiative will run from April through November 2026, hosting six cultural experience programs, each lasting three days and two nights, with 20 participants recruited per session. The first journey kicks off in Jeonju on April 17. Participants will make their own bibimbap, stroll through Gyeonggijeon Shrine and Hanok Village, and soak in the charm of Jeonju. In May, participants will head to Pocheon to enjoy thrilling outdoor activities and Korean-style camping along Hantangang River and Myeongseongsan Mountain, before spending time at Beopjusa Temple in Boeun for a temple stay at the end of May—a chance to reconnect with themselves. The second half of the year brings an even more diverse array of experiences. In September, participants will visit Andong and Yeongju to explore Hahoe Village and enjoy Seonyu Julbul Nori (a traditional fireworks performance over the river), immersing themselves in the refined cultural spirit of Korea’s scholars of the past. In October, Dangjin and Seosan will offer the chance to try boat fishing on the West Sea and try their hand at makgeolli brewing. In November, participants will visit the Demilitarized Zone (DMZ) and Unification Observatory in Goseong and Sokcho, reflecting on the reality of a divided Korean Peninsula and the value of peace. Information on the annual schedule and participant recruitment is available on the official website (https://sensesofkculture.kr).

Arirang TV Special Entertainment Program and Overseas Broadcaster Collaboration Bring Korea to Living Rooms Around the World

In addition, the MCST will produce two special entertainment programs for Arirang TV (each 30 minutes in length) that explore and discover the diverse charms of Korean culture, to be broadcast in the second half of the year. Foreign residents in Korea with a strong on-screen presence will appear on the programs to deliver a fun and lively portrayal of Korean culture, captivating audiences worldwide.

The MCST will also strategically collaborate with overseas media to broaden its reach among global audiences. The production team from the Thai public broadcaster MCOT will participate in the cultural experience programs and produce and air a program for Thai audiences introducing Korean culture. Active discussions for collaboration with additional overseas broadcasters are also underway.

An MCST policy official stated, “Through this initiative, we hope that people around the world will look beyond K-pop and K-drama to discover the diverse regional cultures and hidden charms that Korea has to offer,” adding, “The firsthand experiences of foreign content creators in Korea and our collaboration with overseas media will help effectively convey what makes K-Culture truly special.”