3-Day Booth Operation Attracts 4,561 Visitors
Focusing on Royal Palace Cultural Festival, World Heritage Festival, and Korea Heritage New Media Art, Showcasing “Korea’s Most Beautiful Moments”
HangzhouJune 1, 2026 /PRNewswire/ — The Korea Heritage Service, the Royal Palaces and Tombs Center, and its affiliated agency, the Korea Heritage Agency, participated in the “2026 K-Tourism Road Show in Hangzhou (Korea: Every Moment is Beautiful)” held in Hangzhou, China, from Friday, May 29 to Sunday, May 31, showcasing the unique charm of Korea’s national heritage to the local audience.
(Photo Description) Scene from the ‘K-Tourism Road Show in Hangzhou’ (Photo provided by: Korea Tourism Organization)
The event, themed “Korea’s Most Beautiful Moments,” was held under the concept of “KOREA DAY & NIGHT (24 HOURS).” The Korea Heritage Agency set up a dedicated booth within the Korea Pavilion, focusing on introducing Korea’s representative national heritage projects, including the Royal Palace Cultural Festival, the World Heritage Festival, and Korea Heritage New Media Art. Over the three days, a total of 4,561 people visited the booth, fully demonstrating the high interest and strong enthusiasm of the local audience for “K-National Heritage.”
The “2026 K-Tourism Road Show in Hangzhou” was held at the Shangri-La Hotel, Hangzhou, and around the Chengxi Intime City area. As one of China’s new first-tier cities, Hangzhou is home to a young demographic with high income and spending power, as well as the headquarters of global companies like Alibaba and NetEase, making it a significant potential source market for inbound tourism to Korea.
The “World Heritage Festival,” a themed event for Korea’s UNESCO World Heritage sites, and the “Korea Heritage New Media Art,” a nighttime specialty program blending cultural heritage with cutting-edge digital technology, were also prominently promoted at the event.
The “World Heritage Festival” showcases the Outstanding Universal Value and profound historical significance of Korea’s World Heritage sites through performances, exhibitions, and interactive experiences. This year’s event will be held from Friday, August 28, to Sunday, October 25, at World Heritage sites including the Gaya Tumuli, Jeju Volcanic Island and Lava Tubes, Andong Hahoe Village and Byeongsan Seowon, and Dosan Seowon.
“Korea Heritage New Media Art” utilizes ICT technologies such as projection mapping, virtual reality (VR), and interactive art to create immersive content that blends national heritage with digital creativity. Related activities will be held from Friday, August 14, to Saturday, October 24, in 12 regions across Korea, including Ganghwa, Cheorwon, Cheongju, Asan, Buyeo, Gunsan, Iksan, Yeosu, Gyeongju, Jinju, Tongyeong, and Yangsan.
An interactive experience event titled “Korea National Heritage DAY & NIGHT” was also held simultaneously at the venue, promoting the “World Heritage Festival” and “Korea Heritage New Media Art” in conjunction. Participants used a roulette wheel to select their desired destination for the World Heritage Festival or Korea Heritage New Media Art, demonstrating the strong interest of Chinese-speaking tourists in “K-National Heritage.”
As one of Korea’s most representative national heritage festivals, the “Royal Palace Cultural Festival” transforms Korea’s palaces into important cultural and artistic stages for experiencing the depth of K-culture through diverse programs including performances, exhibitions, experiences, and reenactments of court rituals. The booth focused on introducing the autumn Royal Palace Cultural Festival and related palace experience programs, to be held from Wednesday, October 7, to Sunday, October 11, at the five major palaces—Gyeongbokgung, Changdeokgung, Changgyeonggung, Deoksugung, and Gyeonghuigung—as well as the Jongmyo Shrine area.
Daytime activities include: “Wake Up the Morning Palace,” a stroll through the serene morning Changdeokgung; “Hanbok Genre Painting Tour,” an immersive traditional experience in Hanbok; and “Royal Dessert Room at the Ancient Palace,” offering traditional Joseon royal tea and snacks. Nighttime activities include: “Hanbok Banquet,” a comprehensive experience program in Hanbok; “Night at the Stone Hall,” a royal tea party experience at Deoksugung’s Stone Hall; “Ballet × Sujicheon,” a crossover performance blending traditional Korean music and ballet; as well as special night tours like “Changgyeonggung Media Art – Water, Light, Lotus” and “Changdeokgung Moonlight Walk.” A giveaway of traditional Korean cultural souvenirs was also held at the event.
Jin Mi-kyung, Head of the Royal Palace Cultural Festival Team at the Korea Heritage Agency, stated, “This Hangzhou road show highlighted the diverse charm of Korea’s national heritage, spanning cities and nature, and connecting day and night. From the Royal Palace Cultural Festival held at the five major palaces and Jongmyo Shrine, to the World Heritage Festival interpreting the value of World Heritage, and the Korea Heritage New Media Art incorporating digital technology, we hope to further enhance the understanding and interest of Chinese-speaking audiences in Korea’s national heritage. Going forward, the Korea Heritage Agency will continue to encourage more overseas tourists to personally experience the charm of Korea’s national heritage.“