As part of the year-long celebration commemorating 75 years of friendship between
Korea and the Philippines, the Embassy of the Republic of Korea in the Philippines, in partnership with SM Supermalls, National Commission for Culture and the Arts (NCCA), and the Korean Cultural Center (KCC), presented the “K-Culture Next Door: 2024 Korea Festival” at the Music Hall of SM Mall of Asia, on May 4 and 5, 2024.
The festival showcased the best of Korean culture and lifestyle, including music, food, travel, beauty, and its rich heritage and traditions, such as hangeul (alphabet), hanbok (traditional costume), and jeontongnori (traditional games).
The festival's opening ceremony was led by His Excellency Lee Sang-hwa, Korea’s Ambassador to the Philippines; SM Supermalls President Steven Tan; Film Development Council of the Philippines (FDCP) Chairman and CEO Dir. Jose Javier Reyes; National Commission for Culture and the Arts (NCCA) Deputy Executive Director for Operation Bernan Joseph Corpuz; and Pasay City Mayor's Office representative Angelica Roa-Yu. Other VIPs in attendance included officials from SM Supermalls and the Korean Embassy.
There were special performances from Filipino artist Young Cocoa and Korea's top indie rock sensation, Jannabi. The group comprises vocalist Choi Jung-hoon, guitarist Kim Do-hyung, and pianist Yoo Young-hyun.
Jannabi debuted with "Rocket" in April 2014 and is listed as one of South Korea's best-selling groups.
This year, the festival is bigger and better, spanning two locations: SM Mall of Asia Music Hall last May 4 to 5, and SM Seaside City Cebu, specifically the Mountain Wing Atrium and the Sky Hall, on June 15 to 16.
The theme "K-Culture Next Door" symbolizes the close connection between the two nations. Korea and the Philippines have influenced and supported each other through cultural exchange and interactions between people over the years.
The event, through its partners, offered the full K-culture experience for free. Various industries were also represented through their partner corporations, such as Samsung Philippines, Hyundai Motor Philippines, Inc., Amorepacific Philippines, and beauty products from small and medium-sized enterprises displayed by the Korea Trade Investment Promotion Agency (KOTRA).