K-Culture and Korean Products Blossom in Paris… Commemorating the 140th Anniversary of Korea-France Diplomatic Relations


*  Held from Thursday, June 18 to Saturday, June 20 at Paris Expo Porte de Versailles, France
* 140 years since the signing of the Korea-France Treaty of Friendship, Commerce and Navigation in 1886… a relationship that began with 'trade', now reilluminated through K-Food, K-Beauty, and K-Lifestyle
* Global actor Jinyoung makes a surprise appearance as a 'Surprise Visiting' guest on opening day
* Three days of rich side events on the main stage 'Spark Arena', including Musée Guimet lectures on K-Beauty and the Silla gold crown, hanbok performances, the Squid Game finale, and a K-POP dance contest

[Paris = Exporum] This year marks exactly 140 years since Korea and France established official diplomatic relations. As that relationship traces its roots to the 'Korea-France Treaty of Friendship, Commerce and Navigation' signed in 1886 — in other words, to 'trade' — 'Korea Expo Paris 2026', which brings trade and culture together on one stage, opens in Paris as a platform carrying on the significance of those 140 years.


'Korea Expo Paris 2026', co-organized by Exporum Inc. and the Korea International Trade Association (KITA), will be held for three days from June 18 to 20 at Paris Expo Porte de Versailles in Paris, France.

Now in its fourth edition, Korea Expo has established itself as a global stage for Korean companies aiming to enter the European market and for the spread of K-Culture. The year 2026 is especially meaningful, marking exactly 140 years since Korea and France established diplomatic relations through the 1886 treaty. The expo takes place during the official '140th Anniversary Year of Korea-France Diplomatic Relations', for which both governments have unveiled an official logo and the slogan 'Créativité (Creativity)·Opportunités (Opportunities)·Solidarité (Solidarity)', with some 100 commemorative events across more than 20 cities.

'Korea Expo Paris 2026' showcases the sensibility of Hallyu and the competitiveness of Korean products in one place, reinterpreting the two nations' relationship — which began with trade — as a new model where culture and exports meet. And on opening day, global actor Jinyoung takes the stage as a surprise guest.

■ Global actor Jinyoung makes a surprise appearance as a 'Surprise Visiting' guest on opening day
On June 18, the opening day, actor Jinyoung — who has built a global fan base through solid performances in the film 'Miss Granny' and the dramas 'Yumi's Cells' and 'The Devil Judge' — will make a surprise 'Surprise Visiting' appearance and engage directly with local fans. Following the morning opening ceremony, Jinyoung's appearance is expected to draw visitors to the main stage from the very first day.

■ Three major consumer categories — K-Food, K-Beauty, and K-Lifestyle… 215 Korean companies across 405 booths
The expo features a curated selection of Korea's trendiest products, organized around three consumer goods categories: K-Food, K-Beauty, and K-Lifestyle. A total of 215 Korean companies, including premium brands such as Teazen, Dr. Althea, and AXISY, will present their products and services across 405 booths. Business-matching programs, including on-site consultations with European buyers, will also be held. Strong interest is expected from major French retail buyers and local vendors such as Le Bon Marché, Galeries Lafayette, and Carrefour, with the goal of turning the expo into a bridgehead for entering the European market through local store placements after the event.




■ ‘K-Biz Pavilion’ for SMEs… packed with engaging features including AI and personal color experiences
The ‘KBIZ Pavilion’, organized by the Korea Federation of SMEs with 20 small and medium-sized enterprises in food, beauty, and lifestyle, offers visitor-participation content including an AI personal color experience, the K-Beauty Lab product demonstration zone, and on-site showcases. A gamified stamp tour will also be run to boost on-site engagement.

■ Regional government pavilions… supporting the global expansion of outstanding local companies
Twelve metropolitan and local governments from across Korea — including Gyeonggi, Gangwon, Jeonbuk, Jeonnam, Gyeongbuk, Gyeongnam, Siheung, Daegu, Gwangju, Daejeon, Sejong, and Busan — will also set up business support pavilions, opening an overseas stage for outstanding regional companies with strong potential in Europe and supporting the growth of regional exporters.

■ ‘Spark Arena’… three full days of K-Culture side events
At 'Spark Arena', the main stage at the center of the venue, programs to enjoy K-Culture with all five senses will continue for three days. The centerpiece is a series of lectures adding depth to the 140th anniversary: the Musée Guimet, Europe's largest museum of Asian art, takes the stage with 'K-Beauty: The Making of a Phenomenon', alongside a lecture reilluminating the thousand-year-old Silla gold crown as jewelry.

Performances and hands-on experiences abound as well. A taekwondo demonstration and a live traditional hanbok show convey the beauty of Korea, while a Korean cooking class, a K-Beauty makeup masterclass, and a live Korean dessert show add the fun of watching and tasting. On the final day, the 'K-POP Stage Blast Contest', a one-point dance class, and a Hangul learning session will further fuel the enthusiasm of local fans.


Shin Hyun-dae, CEO of Exporum, said, "As the starting point of 140 years of Korea-France relations was none other than 'trade', this year's Korea Expo Paris is a meaningful stage that reconnects those 140 years of history through K-consumer goods and K-Culture. It will offer fresh inspiration to both participating companies and local buyers, and lead to tangible results."

Strong participation is expected from local European companies planning to enter the Korean market or seeking partnerships with Korean companies. Admission is free with on-site registration at the venue entrance. Details about the event are available on the official website (www.k-expo.org). <End>