With the UNESCO World Heritage Committee meeting in Korea for the first time, the agriculture ministry is seizing a captive global audience: a K-Food pavilion running July 20–29 at BEXCO in Busan, pitching Korean food culture to delegations from around the world.
The pavilion is organized around three themes. “Timeless Tradition” showcases the foundations — kimchi and kimjang culture (inscribed as UNESCO intangible cultural heritage in 2013) and jang-making culture (inscribed in 2024) — with videos, traditional fermentation vessels, and a jang-making simulation game. “Modern Legacy” presents Korea’s certified food masters and their products, from traditional sauces to liquors. “Global Friendship” displays the export lineup: the top-10 global K-food products including ramyun, plus halal- and vegan-certified items tailored to regional markets.
Visitors who complete a QR survey receive Korean food products — from traditional sweets to pear juice.
Why it matters
K-food exports hit a record $13.6 billion in 2025, and the government is targeting $16 billion this year. The Busan pavilion is a snapshot of the strategy: lead with UNESCO-recognized food culture as the brand story, then convert cultural interest into trade — with halal and vegan certification signaling which markets Korea is chasing next.
Source: Ministry of Agriculture, Food and Rural Affairs press release (Korean), July 21, 2026, via korea.kr (KOGL Type 1). This article was produced with AI assistance and reviewed by a human editor.