The Korea Heritage Service and the Korea Heritage Agency are set to captivate global audiences at the 2025 International Travel Expo (ITE) in Hong Kong, where they will present a dynamic array of cultural initiatives. With the event taking place from June 12 to 15, the organizations will spotlight key heritage projects, including the World Heritage Festival, Korean Heritage Media Art, and the Royal Culture Festival, all of which are designed to showcase Korea’s rich cultural legacy and attract international attention.

The Korea Heritage Service, led by Administrator Choi Eung-chon, and the Korea Heritage Agency, headed by President Lee Gwi-young, are set to participate in the 2025 International Travel Expo (ITE) in Hong Kong from June 12 to 15. This prominent event provides an excellent opportunity for the two organizations to showcase Korea’s vibrant cultural heritage to an international audience. Key highlights of their presentation will include major cultural initiatives for the latter part of 2025, such as the World Heritage Festival, Korean Heritage Media Art, and the Royal Culture Festival.

ITE Hong Kong, one of the largest tourism expos in the Asia-Pacific region, attracts a wide range of participants, including government agencies, travel companies, and airlines. The 2024 edition saw over 70,000 visitors, solidifying the event’s reputation for drawing significant crowds year after year. This year, the Korea Heritage Agency intends to leverage the expo’s expansive platform to boost awareness of Korea’s cultural tourism, with a particular focus on attracting Chinese-speaking visitors.

As part of the Korea Tourism Organization’s pavilion, the Agency will set up a “Korea National Heritage Promotion Booth.” This specially designed booth will engage visitors from Asia, who make up around 90% of all inbound tourists to Korea. The booth will spotlight three of Korea’s prominent heritage festivals scheduled for the second half of 2025, offering attendees a preview of the country’s rich cultural traditions and historical legacy.

The Agency will begin by showcasing the World Heritage Festival (July 4 – October 22), an event spread across four UNESCO World Heritage sites in South Korea. At each site, visitors can immerse themselves in cultural activities that highlight the distinctive heritage of these locations: Jeju (Jeju Volcanic Island and Lava Tubes), Gyeongju (Historic Areas of Gyeongju), Gochang (Dolmen Site and Getbol, Korean Tidal Flats), and Suncheon (Sansa, Buddhist Mountain Monasteries in Korea, including Seonamsa, and Getbol, Korean Tidal Flats).

Additionally, the Agency will spotlight the Korean Heritage Media Art (August 8 – November 16), an evening program blending cultural heritage with advanced digital technology. The event will take place in eight regions: Gyeongju (Daereungwon Ancient Tomb Complex), Goryeong (Ancient Tombs in Jisan-dong), Gunsan (Former Gunsan Customs Main Building), Yangsan (Tongdosa Temple), Jeju (Jeju-mok Government Office), Cheorwon (Korean Workers’ Party Headquarters), Tongyeong (Navy Headquarters of Three Provinces), and Jinju (Jinjuseong Fortress). This multimedia event features projection mapping, immersive audio, media walls, and holograms, presenting ICT-driven content focused on Korea’s national heritage.

The final major event promoted by the Agency is the Royal Culture Festival (October 8–12), South Korea’s largest celebration of royal heritage. Held at the nation’s five major royal palaces—Gyeongbokgung, Changdeokgung, Changgyeonggung, Deoksugung, and Gyeonghuigung—and Jongmyo Shrine, this festival offers a deep dive into Korea’s royal history.

At the booth, visitors will have the opportunity to explore South Korea’s UNESCO World Heritage sites through the “3D World Heritage Tour Platform.” They’ll also be able to create their own “Mother-of-Pearl Keyring” at a hands-on workshop, drawing inspiration from the glowing elegance of Korean Heritage Media Art. Additionally, a social media event will offer participants the chance to receive exclusive souvenirs.

For those interested in the Royal Culture Festival, the online program “Genre Painting For Everyone” allows attendees to design and print their own personalized Joseon-Dynasty character. This engaging experience offers a playful and interactive way to connect with traditional Korean culture, making it a memorable experience for all.

The Korea Heritage Service and the Korea Heritage Agency will highlight Korea’s vibrant cultural initiatives at the 2025 International Travel Expo (ITE) in Hong Kong. Key programs such as the World Heritage Festival, Korean Heritage Media Art, and the Royal Culture Festival will be showcased to attract global attention and promote Korea’s cultural tourism.

“Through our participation in this year’s Hong Kong ITE, we hope that visitors will experience the living traditions of Korea and enjoy innovative content generated by modern technologies,” says an official from the Korea Heritage Agency. “We are committed to vividly showcasing the charm of Korea’s many cultural heritage festivals to Chinese-speaking audiences, with the goal of inspiring them to visit Korea in person.”