By Honorary Reporter Myrtle Iris Villaraza from Philippines

The Seoul Africa Festival (SAF), the largest Africa-themed event in Korea and a major cultural platform for the continent in Asia, was held from Sept. 12–13 at Dongdaemun Design Plaza in Seoul. 

Since its launch in 2016, SAF has promoted connections between Africa and Asia through music, food, forums and cultural experiences, attracting over 400,000 visitors combined including 58,000 this year.

"From the start, it's been a shared platform, not just our project," said Steven Sungyong Heo, founder and executive director of Africa Insight, a nongovernmental organization (NGO) registered with the Ministry of Foreign Affairs that helped launch the event.

Steven Sungyong Heo is the founder of Africa Insight, a nongovernmental organization that helped launch the Seoul Africa Festival in 2016. (Africa Insight)

Below are excerpts from an email interview with Heo from Sept. 2-19.

Briefly describe yourself and why you launched Africa Insight.
My journey with Africa began in 2008, when I first traveled to Tanzania as a young developmental worker. I later worked in African countries such as Senegal and Kenya in projects for education, information and communications technology, rural development and culture. I saw Africa as creative, resilient, and full of warmth and innovation but public perceptions in Korea often reduced the continent to poverty and conflict.

This contrast made me realize the need for a platform to bridge perception and reality. In 2013, I co-founded Africa Insight with likeminded colleagues. Over the past 12 years, Africa Insight has grown into a movement spanning education, media, advocacy and cultural exchange, driven by the belief that changing narratives can ultimately change systems.

Steven Sungyong Heo (standing far left) in 2020 poses with participants in the Africa Young Entrepreneurs Support Project in Kenya led by Africa Insight. (Africa Insight)

What motivated you to help start the Seoul Africa Festival?
We were motivated by two key goals: share the richness and diversity of African cultures with the Korean public, which has limited chances to encounter them, and create a common meeting ground where multiple actors -- embassies, communities and organizations -- could come together. 

The Burundian group Ibanga, winner of Africa's Got Talent (now Asia Africa Talent Award) at the sixth Seoul Africa Festival, in October 2024 gives a drum performance at the seventh edition at Banpo Hangang Park in Seoul. (Africa Insight)

What is your role in organizing SAF?
As executive director of Africa Insight, I ensure that the festival stays true to its mission of fostering Africa–Asia solidarity while also taking an active, hands-on approach to coordination. Much of my work involves bringing diverse partners together so that the festival truly reflects collective effort.

We consult with African embassies from the earliest planning stages, co-design programs, and highlight their cultures through booths, performances and exhibitions. We also collaborate with diaspora communities, Korean institutions such as the Korea–Africa Foundation, academic circles, NGOs and private sponsors. 

These scenes are from the booth zone of the 2022 Seoul Africa Festival at Seoul Forest in October that year. (Africa Insight)

How has the festival changed or grown over the years?
In the first year, SAF featured a modest number of booths and stage performances yet the passion and vision of organizers and participants were immense. The festival has since expanded dramatically. The seventh edition in 2024 drew over 50,000 attendees, with 28 booths, live performances, Asia Africa Talent Awards, educational zones and premium fashion shows featuring designers from Africa and Korea.

What was the most memorable comment you received from SAF attendees?
"I didn't know Africa was like this. My view has completely changed." This sentence encapsulated our mission of shifting paradigms. If even one visitor leaves the festival with new respect and curiosity for Africa, then we've already succeeded.

msjeon22@korea.kr

*This article was written by a Korea.net Honorary Reporter. Our group of Honorary Reporters are from all around the world, and they share with Korea.net their love and passion for all things Korean.