As part of the 2026 Milan–Cortina Winter Olympics, Korea is strengthening its cultural and sports diplomacy with the launch of Korea House in the heart of Milan.
The Ministry of Culture, Sports and Tourism and the Korean Sport & Olympic Committee will jointly operate Korea House from February 5 to 22, offering global visitors an immersive introduction to contemporary Korean culture, daily life, and sporting excellence.
A Landmark Venue in the Heart of Milan
Korea House will be located at Villa Necchi Campiglio, a historic architectural landmark built in the 1930s and famously featured as a filming location for House of Gucci. During the Olympic period, the venue will be transformed into a symbolic hub of Korea’s sports diplomacy and cultural outreach.
The mansion’s interior will host high-level international sports meetings and official receptions, while the outdoor tennis court will serve as a K-culture and K-tourism promotion zone. The basement level will be dedicated as a relaxation space for the Korean national team.
Opening Ceremony & “Korea Day”
The official opening ceremony will take place on February 5, attended by Minister Choi Hwi-young, KSOC President Yoo Seung-min, and key figures from the global sports community. Reflecting the growing influence of Korean culture, inquiries and visits from IOC members and National Olympic Committee (NOC) representatives worldwide are already underway.
On February 17, Korea House will host “Korea Day,” featuring Lunar New Year traditions such as sebae (New Year’s bow), yutnori, and ttakji games—bringing Korean holiday culture to the center of Milan.
Immersive K-Culture Experiences
Cultural content will be at the core of Korea House. The Korea Tourism Organization will present an interactive exhibition titled “A Journey to Korea Begins in Milan,” connecting Korean daily life with inbound tourism.
Visitors can participate in:
- K-pop idol makeup and hairstyling experiences
- Sensory exhibitions using scents inspired by Gangneung coffee and the Jeju sea
- K-pop dance classes designed for hands-on engagement
The National Museum Foundation of Korea will showcase its cultural heritage brand MU:DS, presenting 96 modern reinterpretations of Korean aesthetics—from celadon and white porcelain to mother-of-pearl designs and themes inspired by K-Pop Demon Hunters. Nineteen popular items, including miniature Bangasayusang statues and magpie-tiger badges, will be available for purchase.
Meanwhile, the Korea Craft & Design Foundation will stage a Hanbok fashion show titled “Winter Banquet: Hanbok Blooming Beneath Snowflakes” at the opening ceremony. Visitors will also be able to try on traditional garments such as durumagi, gat, and jokduri for photo experiences.
Public-Private “One Team” Collaboration
Major Korean companies including CJ, Naver, and Cass will participate as official partners under a “One Team” approach. CJ will present a hands-on exhibition inspired by a Han River convenience store, highlighting everyday Korean culture, while Naver will connect on-site audiences with digital fans through online group cheering programs.
A New Cultural Diplomacy Platform
Korea House is open to the public via online reservation or on-site registration, operating daily from 11 a.m. to 8 p.m. Built through collaboration between government and private partners, Korea House is expected to emerge as a powerful cultural diplomacy platform—showcasing both the depth and global reach of Korean culture on the Olympic stage.
KOREA FBI Editor’s Comment
Korea House at Milan 2026 goes beyond a promotional pavilion—it’s a strategic cultural statement. By blending sports diplomacy with immersive K-culture experiences, Korea once again proves that global influence is built not only on competition, but on connection.
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