By Jeon Misun

A large-scale exhibition to support the export expansion of industries related to Hallyu (Korean Wave) will open this weekend in the United Arab Emirates (UAE).

The Ministry of Culture, Sports and Tourism on Nov. 14 said it will host "K-Expo UAE 2025: All About K-style" from Nov. 15-18 in Dubai along with the Ministry of Agriculture, Food and Rural Affairs, Ministry of Trade, Industry and Resources, Ministry of Oceans and Fisheries, Ministry of Health and Welfare, and Ministry of SMEs and Startups.

The event is the third of its kind this year following those in Toronto in August and Madrid in September.

A combined 226 companies from sectors like content, food, beauty, consumer goods, sports and publishing will participate, the largest scale since the event's launch in 2022.

The venue is Global Village, Dubai's premier cultural and tourist landmark that attracts millions of visitors each year. Thus the event is expected to showcase Korean style to both UAE residents and people from around the world.

The exhibition hall will feature a variety of interactive content including displays that connect gaming spaces with daily life, DJ performance blending audio technology and characters, and program that combines broadcasting and Korean cuisine featuring actor Ryu Soo-young.

In addition, a large photo zone will display tigers and magpies from traditional folk paintings that inspired characters in the animated blockbuster "KPop Demon Hunters," adding to the visual appeal.

"The UAE is a core market for entering the Middle East and demand to participate in this expo was very high," the ministry said. "We hope that this event offers a chance for Korean companies to further expand in the Mideastern market by riding on Hallyu's wings."

msjeon22@korea.kr