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Korean content promotion center opens in Indonesia

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Visitors to KOREA 360, a promotion center for Korean products at Lotte Shopping Avenue in Jakarta, Indonesia, try making Korean food during the center's pilot run. Courtesy of Ministry of Culture, Sports and Tourism
Visitors to KOREA 360, a promotion center for Korean products at Lotte Shopping Avenue in Jakarta, Indonesia, try making Korean food during the center's pilot run. Courtesy of Ministry of Culture, Sports and Tourism

By Kim Rahn

A center where visitors can experience Korean products related to hallyu, or the Korean wave, has opened in the capital of Indonesia.

The Ministry of Culture, Sports and Tourism said, Friday, it is officially launching the promotion center named KOREA 360 inside Lotte Shopping Avenue, a shopping mall in Jakarta, on Saturday.

Jointly organized with the ministries of trade, health and fisheries, the "K-brand" promotion center is a part of projects to exhibit and promote goods related to Korean culture, such as media content, food and cosmetics, to people in other countries.

The 1,170-square-meter center is comprised of a space for performances or events, a cooking studio, exhibition sections for products, and an office space for consulting. The products on exhibition include those related to cultural content such as K-pop, cosmetics, healthcare, daily necessities, food, beverages and tourism.

A section introducing Korean cultural content at KOREA 360 at Lotte Shopping Avenue in Jakarta, Indonesia / Courtesy of Ministry of Culture, Sports and Tourism
A section introducing Korean cultural content at KOREA 360 at Lotte Shopping Avenue in Jakarta, Indonesia / Courtesy of Ministry of Culture, Sports and Tourism

Before the official opening, the center conducted a trial run since Nov. 11 with 2,178 products from 230 brands on display. The four ministries and eight public organizations also held 25 events to publicize the center, including online K-pop concerts and showcases of Korean fisheries products.

Several other programs are planned as part of the opening events from Saturday to Monday, such as screenings of Korean animations, a launching ceremony for supporters, a talk show on Korea's tourist attractions, a makeup show and consulting sessions for Indonesian companies interested in importing the displayed products and content.

"The opening of the promotion center is meaningful in that we are expanding the global attention to Korean cultural content to relevant industries," a culture ministry official said. "We'll continue efforts among relevant ministries for integrated strategies for exports."

The government plans to use the KOREA 360 brand when opening similar centers in other countries in the future.


Kim Rahn rahnita@koreatimes.co.kr


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