Discover K-Food: How the 2026 Winter Olympics in Milan is Changing European Palates

The Ministry of Agriculture, Food and Rural Affairs and the Korea Agro-Fisheries & Food Trade Corporation (aT) are set to showcase K-food experiences in Milan, Italy, during the 2026 Milan-Cortina Winter Olympics.

This exciting event aims to introduce European consumers to the vibrant Korean food culture through the global sports extravaganza, while also establishing a foothold in the European market by blending it with local Italian culinary traditions.

The promotional campaign kicked off on January 1 and will run until February 28, featuring eye-catching tram wrapping advertisements on Milan’s iconic public transportation system.

Twelve mouthwatering Korean dishes, including kimchi and bibimbap, have been beautifully illustrated and plastered on the trams. Passengers can scan QR codes to access event details and online purchasing information as the trams cruise through the city. To top it off, consumer surveys are being conducted to gauge the campaign’s impact and effectiveness.

During the Olympics, from February 6 to 22, foodies can indulge in a K-food pop-up bar at the trendy ‘Mercato Centrale’ food market in Milan. Local chef Frank Buziuznelli and Korean chef Gu Seon-young are joining forces to create fusion menus that give Korean fermented foods a delicious twist. Think kimchi oyster dishes, doenjang cream tuna, and kimchi tuna tartare – yum!

Mixology enthusiasts won’t be left out, as renowned bartender Diego Ferrari will be shaking up unique cocktails like the ‘Korean Martini,’ featuring soju and bokbunja liquor.

For those looking to expand their palate, a K-food experience space inspired by Italy’s beloved aperitivo culture will showcase various Korean traditional liquors like Igangju and Solsongju.

aT’s goal is to give local consumers in Milan – a city that’s currently in the global spotlight – a chance to experience K-food firsthand while also connecting with local buyers to boost exports. They’re pulling out all the stops with pre-press conferences and media tasting events to solidify K-food’s status in the European market.

According to aT, Italy is quickly becoming a hot spot for Korean cuisine. In 2025, Korean agricultural and food exports to Italy skyrocketed by 24%, reaching $89.71 million USD (approximately 130.7 billion KRW). Major local distributor Esselunga is jumping on the K-food bandwagon, actively incorporating these delicious offerings into their stores.

aT’s Export Food Director Jeong Gi-chan enthused, “Global events like the Olympics are the perfect opportunity to introduce K-food to European consumers. We’re excited to continue expanding K-food’s presence in Europe through collaborations with the local gourmet industry.”