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[News Culture reporter Lee Sang-wan] Los Angeles — A K‑culture showcase that brings together content, food, beauty, tourism, soccer and artificial intelligence is set to open in the city long regarded as the center of the global entertainment industry. Organizers say they intend to expand it into an industry-style expo where visitors can sample food, try experiences and hold business consultations.
The Ministry of Culture, Sports and Tourism, the Ministry of Agriculture, Food and Rural Affairs, the Ministry of Oceans and Fisheries, the Ministry of Health and Welfare and the Ministry of SMEs and Startups, together with the Korea Creative Content Agency and other partners, will stage K-EXPO USA 2026 in Los Angeles from the 23rd through the 27th. The timing matches rising global interest in the U.S. ahead of the 2026 FIFA World Cup in North and Central America. On the 8th, the Los Angeles City Council held a proclamation ceremony naming the expo an official city event — a symbolic moment for K‑culture in the North American market.
Major content companies and artificial intelligence-driven content firms will feature in the consumer exhibits. Netflix will present Korean original productions and images of Korean popular culture figures, and it will operate a lounge showcasing food products inspired by Netflix intellectual property. The Korea Football Association will mount an exhibition focused on the South Korea national soccer team, aiming to ride the local World Cup momentum and raise exposure for K‑sports content.
Naver Webtoon will create a crossover exhibition that turns food- and beauty-themed webtoons into real-world tasting and beauty experiences. Nongshim will run a food-brand pavilion, and Jung Saem-mool Beauty will offer hands-on makeup demonstrations. The expo will also screen AI-generated content videos and introduce an AI-powered K‑pop dance participation challenge. Because these programs encourage audience movement and participation, organizers expect them to resonate especially well with younger local attendees.
K‑food plays a prominent role. Major franchises such as BBQ will operate food trucks and tasting events. Organizers say Korean cuisine is moving beyond its scripted appearances in dramas and variety shows to become a cultural product local consumers can try firsthand. Chef Song Hoon and actor Ryu Soo-young will appear at culinary events — Song is known as a judge on MasterChef Korea and a contestant on Black & White Chef, while Ryu has built a public reputation as a champion of Korean food.
The menu includes items such as flounder gimbap made with gim (dried seaweed) and flounder tacos. By pairing gim, which has gained recognition in the U.S., with Korean seafood, the expo aims to introduce approachable new K‑food experiences. The focus is on menu designs that are accessible to local consumers rather than strict adherence to tradition.
On the 24th, a K‑pop concert will feature singer Jay Park, multinational group P1Harmony and new group LNGSHOT. Organizers view the performances as a key draw to boost on-site attendance and raise the expo’s profile. On the 26th and 27th, export consultations will bring together 63 content and beauty companies. The program blends consumer-facing experiences with B2B meetings and North American market-entry consultations. The expo’s strategy is to use content to generate interest, food and beauty to open everyday consumption channels, and export consultations to pursue measurable industrial outcomes — linking Hallyu’s popularity to companies’ overseas expansion.
Kim Young-soo, First Vice Minister of Culture, Sports and Tourism, said, “This expo carries great significance because it opens in the U.S., the global center of entertainment, and coincides with the North and Central America World Cup.” He added, “The ministries will continue to collaborate and provide multifaceted support so K‑culture companies can expand into the North American market.”
K‑EXPO demonstrates that K‑culture no longer depends on a single breakout hit. It channels attention from dramas and music into food, beauty, webtoons, soccer, AI experiences and export consultations. In North America, the next challenge is to convert that interest into everyday consumption and measurable industry results.
News Culture’s Lee Sang-wan prizewan2@nc.press
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