SEOUL, October 27 (AJP) - Iconic K-pop star G-Dragon has set the tone for this week's Asia-Pacific Economic Cooperation (APEC) summit in Gyeongju with a playful 75-second promotional video featuring President Lee Jae Myung as a runway marshaller guiding arriving aircraft. Another K-pop figurehead, BTS leader RM, will carry the cultural baton, delivering a keynote speech at the APEC CEO Summit before executives from 21 member economies, including Nvidia CEO Jensen Huang.
K-pop's prominent presence underscores how deeply it has become embedded in Korea's modern identity — now taking center stage on a platform once reserved for politics and trade. Alongside it, other arms of Korean soft power — food, beauty, and arts — are orchestrating a full-scale showcase for visiting global dignitaries.
K-Food: from dinner table to global branding
A royal feast with a contemporary twist, inspired by the Netflix hit "Bon Appétit, Your Majesty," will be curated by Korean-American chef Edward Lee, famed for his Netflix show "Culinary Class Wars," in partnership with chefs from Lotte Hotel.
Beyond the banquet hall, food brands are vying for exposure. CJ CheilJedang will offer Bibigo cup rice, tteokbokki, and seaweed snacks at the APEC media center and delegate lodgings, while Nongshim is supplying 10,000 servings of Shin Ramyun in collaboration with Netflix's animated feature "KPop Demon Hunters," complete with on-site tasting booths.
Lotte GRS will serve Angel-in-us Coffee and Krispy Kreme doughnuts in the outdoor K-Food Zone, joined by Lotte Wellfood and Lotte Chilsung with Pepero, Chilsung Cider, and Icis water. OB Beer, exclusive sponsor of the CEO Summit, will pour Cass Fresh, Cass Zero, and Cass Lemon Squeeze from a rooftop booth at the Gyeongju Arts Center.
Other local favorites include Whoo Ullim Water by LG H&H, Kyochon fried chicken, hy's Helicobacter Project Will probiotic drink, and Paris Baguette desserts like gotgam pound cake and seoritae castella. Food trucks from Kyochon Chicken, Cheongnyeon Dabang, and Okdongsik will circle the main venues to serve delegates a taste of Korea on the go.
K-Beauty: tradition meets technology
K-Beauty — a byword for innovation and refinement — will take over a hall at Hwangnyongwon, where LG Household & Health Care will exhibit its royal skincare line The History of Whoo Hwanyu, complemented by a live lacquerware demonstration by artisan Son Dae-hyun.
Amorepacific will stage makeup shows and interactive experiences, while APR Corp. provides its Booster Pro device to international delegates. Makeup artist brand Jung Saem Mool introduces AI-powered iris color analysis for personalized beauty, and Gumi University hosts hands-on sessions under its K-Aesthetic program.
Olive Young joins in with APEC-themed promotions at its Gyeongju stores, offering discounts and complimentary cleansers. Guests at Lahan Select Gyeongju will receive exclusive sample kits.
Local fashion label Matin Kim, chosen as an official APEC partner, will distribute custom wallets and tote bags. The Korea Tourism Organization has also connected its Visit Korea platform to APEC's official site and opened a K-Goods Pop-Up at Gyeongju Station featuring souvenirs such as wine stoppers and "K-gat" ornaments — modern tributes to the traditional Korean hat made famous again through "KPop Demon Hunters."
K-Arts: heritage in the global spotlight
As night falls, Gyeongju — famed for its ethereal lighting — transforms into a living museum. The Hanbok Fashion Show will light up Woljeong Bridge under the theme "Mystery of a Thousand Years, Fly to Tomorrow." The show will weave together Korea's five heritage pillars — Hanbok, Hansik, Hanok, Hanji, and Hangeul — with AI-enhanced designs and Shilla-inspired royal costumes to show how tradition evolves into innovation.
At the National Museum of Gyeongju, the exhibition "Silla Gold Crowns: Power and Prestige" brings together all six royal crowns of Silla for the first time, alongside gold belts and ornaments that reveal the era's artistry and hierarchy.
Meanwhile, at Gyeongju Expo Park, the National Jeongdong Theater Troupe will stage "Pure Heart," a digital reinterpretation of the folktale Simcheongjeon, blending classic storytelling with cutting-edge media to celebrate devotion and modern creativity alike.
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