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[Herald Economy reporter Jeong Chansu] The 2026 K-EXPO USA: All About K-Style — a business platform festival spotlighting Korean lifestyle and K-culture — runs May 23–27 in Los Angeles.
Hosted by the Ministry of Culture, Sports and Tourism and the Korea Creative Content Agency, the event is the largest of its kind in North America and is expected to draw roughly 40,000 visitors.
A wide array of K-food booths will be on offer. The Korea Agro-Fisheries & Food Trade Corporation will recreate a Korean convenience store with an interactive exhibit; Nongshim will operate a Hangang Ramen tasting zone centered on Shin Ramyun and run participatory game experiences; BBQ will showcase K-chicken. The festival also includes a K-Live Cooking Show featuring actor Ryu Soo-young and celebrity chef Song Hoon, along with a one-day cooking class led by Kim Ji-hee, the owner-chef of a Korean restaurant in Los Angeles.
K-beauty offerings are equally substantial, with personal color consultations, point-makeup demonstrations and K-idol makeup experiences. Makeup artist Jung Saem Mool’s brand JSM will offer a cushion color-matching program, and homegrown labels such as Banobagi, Dermapum and Dr. J.Cos will participate.
K-content exhibits will feature popular Naver Webtoon titles like The Remarried Empress, Mask Girl and The Cook Soldier Becomes a Legend. Netflix will present behind-the-scenes displays and interactive installations from new creators who debuted on its platform. K-pop performances by Jay Park, P1Harmony and LNGSHOT are scheduled for May 24.
A K-EXPO USA official said, “We aim to introduce the distinctive appeal of K-culture to a broad audience and highlight the global popularity it has achieved.”
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