Milan Experienced the Ultimate Korean Cultural Festival: K-pop, K-drama, and Cuisine Converge in Italy's Fashion Capital

Client Request

This summer, the city of Milan experienced an unforgettable fusion of East and West as it hosted K-Content Planet 2024, a ten-day festival celebrating Korean culture from 10th to 19th July. The event, orchestrated by our agency in collaboration with Guru Marketing, transformed the city into a vibrant hub of K-pop, K-drama, and Korean cuisine, captivating locals and tourists alike.

Our Project

As event planners, we took on the challenge of bringing the essence of Korea to the Italian public, navigating bureaucratic hurdles and logistical challenges to create a free, open-to-all spectacle.

The result was a stunning display of Korean culture that took Milan by storm. One of the most innovative aspects of our promotional strategy was the use of a tram adorned with Korean motifs, serving as a moving advert that invited people to explore the world of kimchi and K-pop. Our dedicated promoters took to the streets, spreading the word about K-Content Planet and drawing curious onlookers to the carefully selected venue, which became a focal point of cultural exchange. The pinnacle of our promotional efforts coincided with the Stray Kids concert at I-Days, where 65,000 fans gathered. Our team of ten promoters seized this opportunity, offering concert-goers a taste of what awaited them at K-Content Planet. This strategic move, perfectly aligned with the surge of K-pop enthusiasm in Milan, contributed to the festival's resounding success and ensured that it would be a memorable experience for all attendees.

Outcome

This was the most important event we hosted in 2024, it was the extraordinary result of a joint effort with Guru Marketing and it paved the way for future collaboration with our Korean partners. The whole festival was a celebrated success, we took the city by storm and received wide and enthusiastic media coverage. The final event, drawing 65k K-pop fans, was the most exciting moment of the whole week.