By Honorary Reporter Luana Esperatti from Brazil
Photos = Yumi Yamachi

Milena Yoo is the director of the Bom Retiro Fair, an event held in Bom Retiro, the Koreatown of Sao Paulo, Brazil, and also supervises the Seollal (Lunar New Year) Festival, which marks its fifth year and has attracted over 50,000 visitors.

In this interview via Google Docs conducted from Jan. 26-29, she discusses how the Seollal Festival has evolved from a community-based celebration into a multicultural gathering for families, youth and first-time visitors.

Milena Yoo is the director of the Bom Retiro Fair. (Milena Yoo)

What does the growth of the Seollal Festival in Bom Retiro mean to you?

In 2022, when we held the first edition, the goal was simply to share a celebration rooted in my personal history and that of many Korean families. Today, watching thousands of Brazilians anticipate the festival each year fills me with both pride and responsibility. Ten years ago, few people even recognized Korea; now, they actively seek to learn about our Lunar New Year traditions, which is incredibly moving.

How has the Year of the Red Horse influenced the festival this year?

The red horse symbolizes movement, courage and transformation. This energy inspired a more dynamic program, with attractions that highlight both the strength of tradition like a choir of Korean mothers and the vitality of contemporary culture including K-pop cover groups and modern dance performances.

We designed a more intense and vibrant festival with active participation from the audience. One example is a random play dance that has K-pop fans showcasing their dance skills. Another is the samba school Unidos do Peruche, which not only performs but also interacts with spectators by teaching samba steps. These choices were influenced by the red horse.

How do you express Seollal's themes of family and tradition to Brazilians?

We do so through experience. At certain moments in the program, we explain the rituals, invite the public to participate in sebae (prostration) and explain the meaning of eating tteokguk (rice cake soup) on the occasion. Though the traditions are Korean, the values behind them — respect, unity and gratitude — are universal and easily understood by Brazilians.

How does the festival reinforce Korean identity in a diverse space like Bom Retiro?

Seollal reinforces the Korean presence as a living part of Bom Retiro's history, showing that the neighborhood's identity is built through coexistence among cultures. By occupying a public space with Korean rituals, music and food, the event raises recognition and appreciation of the Korean community in a multicultural neighborhood.

Why does the festival celebrate women like those in the mothers' choir?

These women are true guardians of tradition. Giving them visibility means recognizing their fundamental role in preserving memories, transmitting values and building cultural bridges. These women are over 60 years old, deeply love Korean culture and want to share it with those who welcomed them years ago.

The group Sugi Line Dance also sends a powerful message of no age limit for dancing. Members rehearse hard and invest in costumes, and their message of not being limited by age is inspiring.

Choir of Korean mothers (Coral de Mães) at the Korean New Year Festival 2025, held on Aug. 15 in Brazil. (Yumi Yamachi)

What about the event do you think surprises first-time visitors?

The sense of welcome. Many arrive simply curious and really get into the rituals, explanations and overall atmosphere. Our team members are here not only to work but are all passionate about Korean culture. Many started as volunteers at community events and are now permanent staff. Doing sebae or understanding the meaning of Seollal rituals is often a memorable first-time experience for visitors.

How do you think this event connects Korea and Brazil?

I consider Seollal a true meeting space between the two countries. It's not just a cultural showcase but a place for exchange, learning and dialogue that encourages the Brazilian audience to actively engage with the Korean language, music and cultural values. Through our collaboration with the Korean Cultural Center in Brazil, we also highlight the latter's activities and encourage enrollment in free classes in Korean and taekwondo at the center.

What future do you see for the Seollal Festival?

I see the event developing into a multicultural celebration in the city, recognized not only as a Korean festival but something promoting diversity, cultural education and coexistence. Our goal is to grow responsibly while preserving the essence and care of the traditions that gave rise to the festival.

jcy0531@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.