On the evening of June 21, 2025, Ho Chi Minh City became a vibrant hub of Korean culture and tourism as it hosted the Korea Travel Festa 2025, the largest Korean cultural and tourism promotion festival of the year. This eagerly anticipated event, organized by the Korea Tourism Organization (KTO) in collaboration with the Korean Ministry of Culture, Sports and Tourism, aimed to deepen the ties between Vietnam and South Korea through a rich blend of entertainment, cultural experiences, and tourism promotion.
With over 30 booths representing leading enterprises from both countries in tourism, culture, and entertainment, the festival offered visitors a multifaceted glimpse into the dynamic world of Korean culture. From the bustling K-Beauty booths highlighting natural skincare products linked to Jeju Island to the spicy, authentic taste of tokbokki that delighted attendees like Ms. Nguyen Ngoc Diem from Binh Thanh district, the event successfully recreated the atmosphere of Korea right in the heart of Ho Chi Minh City. Diem shared her enthusiasm: "I especially enjoyed the K-Beauty experience and the spicy tokbokki just like in Korean dramas. I never imagined I could immerse myself in such a Korean ambiance without leaving the city, surrounded by music that blends modern and traditional Korean sounds."
The festival was not just about food and beauty; it also showcased a spectacular lineup of K-pop and V-pop performances. Renowned Korean artists such as Lee Young Ji, the powerhouse rapper and winner of "Show Me The Money 11," and Yoon Se-yeon, the champion of the "Youth in Bloom 2023" from Jeongdong Theater, brought the stage alive with their electrifying performances. Alongside them, Vietnam’s own stars like Duc Phuc, Isaac, and Han Sara contributed to an unforgettable cultural exchange that resonated deeply with the audience.
A standout attraction was the immersive LCK (League of Legends Champions Korea) Esports experience zone, which drew enthusiastic crowds, particularly among Vietnam’s Millennials and Gen Z. This zone featured top-tier LCK players including Lehends, Kingen, Ucal, and LazyFeel—the first Vietnamese national to compete in the prestigious Korean league—as well as the legendary former champion Smeb. Fans eagerly participated in talk shows, fan meetings, and skill showcases, with many lining up to get autographs, take photos, and try out the latest gaming technology. The presence of these esports icons not only energized the festival but also highlighted the growing cultural bridge between Vietnam and Korea through the lens of digital entertainment.
Beyond entertainment, the event served as a strategic platform to strengthen tourism cooperation between the two nations. Major Korean corporations like Amorepacific, famed for brands such as Innisfree, Sulwhasoo, and Laneige, Nongshim, and Woori Bank participated actively, promoting their products alongside new tourism brands that blend cultural experiences with travel. Amorepacific’s K-Beauty space, inspired by Jeju Island’s pure natural ingredients and traditional herbs, was particularly popular, offering visitors hands-on beauty treatments and insights into Korean skincare rituals.
The festival also featured participation from leading Vietnamese travel agencies and airlines, including Vietravel, Tugo, BenThanh Tourist, SGO DMC, and Vietmedia. These companies unveiled a variety of tour packages tailored to different audiences—from cultural exploration tours to premium and esports-themed travel experiences—catering to families, young travelers, and high-end tourists alike. Visitors who registered for tours at the event were rewarded with high-end travel suitcases and thousands of other attractive gifts, adding a festive and generous spirit to the occasion.
In a pioneering move, KTO collaborated with Klook Vietnam to launch the sale of Korean tourism products on Shopee, one of Vietnam’s most popular e-commerce platforms. This initiative aims to reach tech-savvy younger travelers who value convenience and instant access, marking a new chapter in how Korean tourism is marketed and accessed in Vietnam.
High-profile attendees underscored the event’s significance. Among them were Mr. Shin Choong-il, Consul General of Korea in Ho Chi Minh City; Mr. Kim Jong Hoon, Acting Deputy Director General of KTO; Mr. Kim Sang-Sik, head coach of the Vietnamese national men’s football team; and Mr. Lee Jung Hoon, Secretary General of LCK. Vietnamese officials included Ms. Phan Linh Chi, Deputy Director General of the Vietnam National Authority of Tourism; Ms. Nguyen Tran Tam Ha, Deputy Director of Ho Chi Minh City Tourism Promotion Center; Mr. Vu The Binh, Chairman of the Vietnam Tourism Association; and Ms. Huynh Phan Phuong Hoang, Vice Chairwoman of the Ho Chi Minh City Tourism Association.
At the event, Mr. Kim Sang-Sik was appointed as the Honorary Ambassador for Korean Tourism in Vietnam. Recognized for his pivotal role in elevating Vietnamese football to new heights—including leading the team to victories in international tournaments like the Mitsubishi Electric AFF Cup and a memorable 1-0 win against Manchester United while coaching the ASEAN All-Stars—Mr. Kim’s new role will see him actively promoting Korean tourism through cultural and sports exchanges. This appointment symbolizes the deepening friendship and cultural ties between the two countries.
Highlighting the importance of Vietnam as a tourism partner, Mr. Kim Jong Hoon remarked, "Vietnam is currently one of the key tourism markets for Korea. With Korea Travel Festa 2025, we have crafted a diverse program not only for young K-Culture enthusiasts but also for families and middle-aged groups. This is a precious opportunity for Vietnamese visitors to directly engage with and connect to Korean culture through interactive activities. We hope this event will spark enthusiasm and positive feelings toward Korean tourism among the Vietnamese public."
The growing tourism exchange between Vietnam and Korea is a testament to this optimism. In 2024, bilateral tourist traffic surpassed 5 million visitors for the first time, with over 511,000 Vietnamese traveling to Korea and more than 4.6 million Koreans visiting Vietnam. Early data from 2025 shows continued growth, with approximately 224,000 Vietnamese tourists visiting Korea in the first five months—a nearly 11% increase compared to the same period in 2024—and nearly 2 million Korean visitors arriving in Vietnam.
As Ms. Phan Linh Chi emphasized, Korea Travel Festa 2025 is more than a promotional event; it is a vibrant platform for cultural exchange and mutual learning. It invites those who love Korean culture to deepen their understanding and appreciation of this beautiful country, while also offering Vietnamese tourism valuable lessons and inspiration from Korea’s successful models.
With a rich program that seamlessly blends culture, entertainment, technology, and tourism, Korea Travel Festa 2025 has firmly established itself as a landmark event that not only celebrates Korean culture but also paves the way for a flourishing future in Vietnam-Korea tourism relations.
