During the 2026 Milan–Cortina d’Ampezzo Winter Olympics, Korea has unveiled a powerful cultural and diplomatic platform: Korea House.
Officially opening on February 5 (local time), Korea House is located at Villa Necchi Campiglio, a historic architectural and cultural landmark in the heart of Milan. Designed in the 1930s, the villa is beloved by locals and tourists alike and is also famous as a film shooting location.
A Strategic Base for Sports Diplomacy
The opening ceremony welcomed around 130 distinguished guests, including:
- Choi Hwi-young, Minister of Culture, Sports and Tourism
- Yoo Seung-min, President of the Korean Sport & Olympic Committee (KSOC)
- Ban Ki-moon, former Chair of the IOC Ethics Commission
- Choi Tae-ho, Consul General of Korea in Milan
Since the 2004 Athens Olympics, Korea House has served as a key venue for international sports diplomacy. During the Milan-Cortina Games, the villa’s main residence will host high-level meetings and official receptions, reinforcing Korea’s global presence in the Olympic movement.
K-Culture Comes Alive in Milan
The outdoor tennis court has been transformed into a K-Culture experience zone, showcasing Korea’s global cultural influence through:
- K-Food
- K-Beauty
- K-Pop & Music
- Film & Drama
Under the theme “A Journey to Korea from Milan,” visitors can participate in:
- Idol-style makeup and hair experiences
- K-pop dance and vocal classes
- Interactive cultural programs
A highlight exhibition features 96 reimagined Korean cultural heritage items, inspired by five thematic worlds from Netflix’s globally popular animation “K-Pop Demon Hunters.”
Fashion, Tradition, and Fan Energy
The program lineup also includes:
- Hanbok fashion shows
- Traditional Korean games
- Mass cheering events supporting the Korean national team
Major partners such as CJ, bibigo, Naver, Cass, the Korea Tourism Organization, and national cultural institutions contribute premium K-content throughout the venue.
Supporting Korean Athletes
A dedicated athlete lounge is located underground, while a promotional zone along the athletes’ corridor highlights team apparel and achievements.
On February 17, Korea House will host “Korea Day,” blending Lunar New Year traditions with cultural programs, including sebae (traditional New Year greetings).
The official disbanding ceremony for Team Korea will take place here on February 22, the final day of the Games.
Open to the World
Korea House is open to the public via online reservation or on-site registration and will operate until February 22, the closing day of the Winter Olympics.
KOREA FBI Editor’s Comment
Korea House is no longer just an Olympic hospitality venue—it’s a global stage for Korean soft power. From sports diplomacy to immersive K-culture experiences, Milan-Cortina 2026 proves once again that Korea knows how to win hearts far beyond the podium.
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