World's Largest Hallyu Expo Comes to London

Top Quote Developing business and cultural exchanges between South Korea and the UK. Highlights include the world's first hologram show of PSY's mega-hits. Showcasing the global emergence of "Hallyu". End Quote
  • (1888PressRelease) October 30, 2013 - The Korea Brand and Entertainment Expo (KBEE) 2013 will be held from 4 - 6 November 2013 in the iconic Old Billingsgate Building, City of London.

    KBEE 2013, celebrates the 130th anniversary of the establishment of diplomatic relations between Seoul and London and aims to deepen diplomatic, economic and cultural cooperation between Korea and the UK.

    KBEE 2013 will showcase Korea's position as a global leader in the creative economy.

    During the expo, there will be a hologram show of "Gangnam Style" and "Gentleman", by international YouTube sensation, PSY, whose first international song received more than 1 billion hits. Top Korean girl group 2NE1, who enjoy huge popularity in Asia and Europe, will also be performing and will serve as honorary ambassadors to the expo.


    KBEE is Korea's government-level exposition which has been held annually since 2010. It aims to integrate and develop the culture and industries of Korea, with Hallyu.

    Hallyu is a Korean term referring to the increasing international popularity of Korea and Korean culture.

    KBEE 2013 will introduce Korean-style creative economic models to Britain, using the brand power of Hallyu. The expo will be used to develop fresh export opportunities for European and Korean companies.


    Content-creation companies, including producers of animation, music, games and 3D products, will introduce the very latest Korean innovations and present the future strategy of the industry.

    The Korean animation Cloud Bread, is already gaining popularity in the UK, having won the 2013 BBC Best Programme Award, for pre-school children.

    The expo will also introduce newly developed products and services based on traditional Korean culture, such as the eco-friendly "AOG" (Araemok Ondol Gudeul) which uses solar energy in unique Ondol (under floor heating).


    Demand for holograms and performance content is increasing across the globe. The K-Pop hologram, in particular, is fast becoming a global trend and is at the heart of the business model of Korea's creative economy.

    Holograms, like those used by PSY, enhance the experience of viewers and contribute to a more dynamic performance.

    The K-Pop hologram being exhibited at KBEE 2013 has been produced in collaboration with YG Entertainment, and D'strict.


    KBEE is a forum for business, cultural and technological cooperation. The three-day annual international Hallyu festival aims to deepen economic and cultural exchanges between the UK and Korea. Starting in Bangkok, Thailand in 2010, the expo has been held in Paris, France, in 2011; in Osaka, Japan, in 2012 and takes place in London this year. Expo highlights have included performances by K-pop singers and a charity auction of the cherished belongings of celebrities.

    KBEE 2013, in particular, will also feature fringe events such as a Korean garden and Inno-design pavilion by Hwang Ji-hye - showcasing modern and traditional Korean culture. Crystallize - the New Media Art Lab Korea & UK will also exhibit works of Korean and British artists, converging their cultures in their works. The expo will also include a fashion show by Kim Seo-Ryong, who designed costumes for PSY's Gangnam Style. Leading Korean businesses operating in Europe, including CJ, Kolon and NS Networks, will also contribute to the expo.

    KBEE 2013 also hopes to strengthen cultural exchanges with the help of the Arts Council of Korea. The programs will include a virtual exhibition of contemporary artists and young artists from the UK and Korea.

    KBEE 2013 is being hosted by Korea's Ministry of Trade, Industry and Energy and the Ministry of Culture, Sports and Tourism.
    It is organised by the Korea Trade and Investment Promotion Corporation and the Korea Creative Contents Agency.

    For more information and press accreditation contact Julia Oh at the Korea Trade-Investment Promotion Agency. Tel. 020 7520 5300. Email: juliaoh ( @ ) kotra dot

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