KOREA STREET FAIR 2024

Vedansh Varshney, Delhi and Neital Sharma, Jodhpur, Rajasthan

Feel the vibe of Korea!

The interest in Korean culture among Indians has been steadily increasing over the past few years, mainly due to the widespread influence of the Hallyu wave, the global reach of the Korean entertainment industry, and the strengthening of diplomatic ties between South Korea and India. Particularly amongst the Indian youth, there has been a notable engagement with various facets of Korean culture, including K-pop, K-Dramas, Korean cuisine, and more. Reflecting this burgeoning interest, the Korean Embassy of India orchestrated a three-day Korea Street Fair at DLF Avenue Saket, Delhi, from April 12 to 14, 2024. The bustling streets of DLF Avenue were transformed into a vibrant tapestry of Korean culture, where attendees immersed themselves in a day filled with delectable food, captivating music and dance, and rich traditions. The event served as a celebration of Korean heritage, offering attendees a captivating glimpse into timeless traditions and contemporary delights of this dynamic culture.

Performances & Cultural Activities

Rhythmic beats and melodic tunes filled the atmosphere as performers took over the stage captivating the audience with their energetic dance moves and beautiful voices. The audience got an opportunity to witness a diverse array of performances which included traditional drum performances, K-pop dance routines, singing and rap performances, and dance performances by the students of KNSU (Korea National Sport University). The performance event was open to the participation of all the attendees who could register an hour before the commencement of the event. Local K-pop dance crew MIXDUP delivered an electrifying dance performance covering songs like Smart by LE SSERAFIM, Chili by HWASA, You & Me by JENNIE of BLACKPINK, etc. The evening was further brightened up by several performances of K-pop songs, eliciting enthusiastic cheers from K-pop fans and other viewers. The audience was also enthralled to witness the Ambassador of the Republic of Korea to India, Mr. Chang Jae-bok, performing the popular BTS song Dynamite.

Alongside the vibrant performances, visitors had the chance to take part in diverse cultural activities and workshops tailored for all ages. From Hanbok try-ons to traditional craft demonstrations and Korean games, the workshop stalls offered hands-on experiences that provided a rich insight into Korean culture and heritage. Participants eagerly immersed themselves in the time-honoured customs and practices that have shaped Korean society for centuries.

FOOD

The food selection at the Korea Street Fair was impressively diverse, with notable Korean food outlets in Delhi & Delhi-NCR like Got Tea, KS FOODS, Sinsa Seoul Cafe, DOSTHAUS Café, and others offering a wide variety of popular Korean snacks and dishes which included Korean Corn Dog, Korean Fried Chicken, Korean Ramyun, Bubble Tea, Tteok-bokki, Bibimbap, and much more. Some stalls offered pre-packaged food, while others prepared dishes freshly on-site using suitable cooking equipment. Additionally, attendees had the option to purchase Korean snack items to take home.

Cosmetics & Others

As visitors explored the market stalls, they discovered a wide range of Korean-inspired goods, souvenirs and cosmetics, ranging from handmade crafts to Korean beauty products from brands like iYeppeo, Beauty of Joseon, TIA’M and many more. People were fascinated to learn more about popular and trendy beauty products like Snail Mucin Essential Serum, Rice Extract Mist & Toner, Bee Pollen Renew Cream, Aloe Vera Perfect Sunscreen, Hyaluronic Acid Water Sleeping Mask, and others. At the KORIKART stall, visitors found a diverse range of beauty products, spanning skincare, makeup, hair care, and personal care items. The skincare selection featured cleansers, moisturizers, serums, masks, and toners, catering to various skin care needs.

Renowned organizations such as KTO India and I-KETS were also present at the fair. KTO India (Korea Tourism Organization) hosted a photo contest, inviting attendees to take a photo at their photobooth or with their mascot and post it on social media, tagging them for a chance to win prizes. Meanwhile, I-KETS (India-Korea Edu Tech Solutions), an educational organization, offered an interactive “spin-the-wheel” game with enticing prizes up for grabs.

Personal Experiences

Neital Sharma

“I truly enjoyed the vibrant celebration of Korean culture, with mouthwatering delicious food, the lively performances, and exciting activities. The fest provided me an opportunity to make new friends, interact with Korean people, and connect with organizers of the event and a few stall members. To satisfy my curiosity about Korean cuisine, I tried the Bibimbap, which is a popular Korean dish and ended up liking it for it’s delicious and rich flavors. Overall, I truly appreciate the hard work and efforts put in by the Korean Embassy for the sake of organizing this event. Being an enthusiast of South Korea and its culture, it was an unforgettable experience for me. I definitely look forward to attending more events like this in the future.”

Vedansh Varshney

“The Korea Street Fair evoked memories of Rang De Korea, the grandest Korean culture festival ever held in India, in my opinion. Rang De Korea marked 50 years of diplomatic ties between India and Korea, making it a significant event. While the Korea Street Fair didn’t quite match that scale, it offered a diverse range of experiences. However, I wished for more engaging activities and games. As a food enthusiast, I enjoyed the variety of offerings, particularly the chicken Tteokbeokki from HENG BOK Restaurant and Butterscotch bubble tea from GOT TEA. More affordable options would have been appreciated. Despite heavy rain hindering exploration, visiting with friends and receiving a free NCT DREAM album as an early bird prize made the experience worthwhile.”

Deblina Chakraborty (Member of Korea-India Dosti Supporters Program, Organizing team of Korea Street Fair 2024)

“I had always heard about the Korea Street Fair from my friends and acquaintances living in Delhi. So, getting to be a part of it this year was no less than a magical experience. The gathering of like-minded people who have so much love for all things related to Korean culture made me feel seen and accepted in many ways. I had the time of my life, munching on Korean delicacies and playing fun games. Highlight of the fair definitely was seeing His Excellency (The Ambassador of Korea to India) dance on BTS’ Dynamite and later quote the lyrics in his speech! Events like these remind us that life is meant to be enjoyed fully. It’s okay to let go of stress once in a while and immerse ourselves in our own Mikrokosmos.”

Nikita Shekhawat (Member of Korea-India Dosti Supporters Program, Organizing team of Korea Street Fair 2024)

“I had been eagerly anticipating this year’s Korea Street Fair, especially after the amazing time I had last year. True to my expectations, this year’s event was absolutely fantastic. Not only did I get to immerse myself in Korean culture, but I also had the opportunity to volunteer as part of the Korea-India Dosti Supporter Program. Despite fasting, I enjoyed every moment to the fullest and learned so much while receiving numerous freebies. The highlight for me was witnessing the Ambassador groove to Dynamite and even performing on stage myself. Attending all three days was an unforgettable experience, and I can’t wait for next year’s event!”

With the increasing interest in Korean culture amongst the Indian audience, especially the youth, we’re seeing a rise in Korean culture-themed events across India. These events primarily aim to provide enthusiasts with the chance to explore various aspects of Korean culture, ranging from K-pop to Korean cuisine, language, and traditional performances, while also attracting people not familiar with Korean culture and providing them with an opportunity to explore and immerse themselves in the cultural experience. The Korea Street Fair, organized by the Korean Embassy, was an extravagant event, offering a delightful array of experiences where people could enjoy a diverse assortment of delicious Korean cuisine, explore and learn more about popular Korean cosmetics, try wearing the traditional Hanbok, and enjoy an evening of lively and boisterous performances. It successfully drew a large crowd over the three days, with attendees thoroughly enjoying themselves. We eagerly anticipate more such events celebrating Korean culture.

Have you visited the Korea Street Fair? If so, share your thoughts. If not, check out this article for a glimpse into the festival.