Renowned singers Gummy and K.Will will perform in Dubai as part of the ongoing 2024 Korea Season event this weekend in the lead-up to the opening of Korea 360, a center for promoting Korean culture and products.
Event details
The cultural event, titled ‘Korea Season in Korea 360,’ will be hosted by the Ministry of Culture, Sports, and Tourism (MCST) and organized in collaboration with the Korea Creative Content Agency (KOCCA). It will take place at Dubai Festival City Mall (DFC) on February 21 and 22, marking the 12th event in the Korea Season series.
K.Will will perform Korean drama, or K-drama, soundtrack songs on the first day, followed by Gummy on the second day. The indoor performance hall will feature fusion gugak (traditional Korean music) by the group QUEEN on both days. The exhibition space will include fan signings, Korean culture experience booths, and promotional videos of K-pop and K-dramas.
“These performances and events are expected to captivate existing local Hallyu fans and attract new audiences who have gained interest in Korean culture through the ongoing Korea Season, fostering anticipation for the upcoming launch of Korea 360,” the MCST said in a statement.
Director General Kim Hyun Jun of the International Cultural Affairs Policy Division of MCST said the upcoming event will “serve as a bridge that connects local audiences interested in Korean culture and arts to mainstream Hallyu.” He added: “UAE Korea 360, along with Indonesia Korea 360 launched in 2022, will act as a pivotal base for Hallyu-related companies to expand into Middle Eastern and Asian markets.”
UAE Korea 360
Korea 360 was established with the support of six Korean government ministries: the Ministry of Culture, Sports and Tourism; the Ministry of Agriculture, Food and Rural Affairs; the Ministry of Trade, Industry and Energy; the Ministry of Health and Welfare; the Ministry of Oceans and Fisheries; and the Ministry of SMEs and Startups.
Described as a “Hallyu promotional center,” it aims to serve as a key gateway for K-content and related sectors to enter the local market, offering a variety of K-content, immersive experience programs, and exhibitions, along with sales opportunities for Hallyu-related products such as agriculture, fisheries, consumer goods, and cosmetics.
2024 Korea Season
From October 2023 to April 2024, the MCST, in collaboration with the Korea Foundation for International Cultural Exchange and the UAE Korean Cultural Center, organized the 2024 Korea Season in the UAE.
Launched in 2022, the Korea Season initiative aims to promote Korea’s global cultural influence, with select countries showcasing Korean culture each year. In the UAE, 13 performances, exhibitions, and cultural programs are being held, mainly in Abu Dhabi and Dubai.
Official launch details
The ‘Korea Season in Korea 360’ event will follow the promotional center’s pilot operations starting February 28. After gathering visitor feedback during Ramadan, Korea 360 will officially launch on April 11.
