Food, beauty, K-pop and webtoons come together in one citywide Korean festival
From “Han River ramen” to idol makeup booths, the event targets everyday American fans
2026 K-EXPO USA: All About K-Style will take place in Los Angeles from May 23 to 27, hosted by Korea’s Ministry of Culture, Sports and Tourism and organized by the Korea Creative Content Agency (KOCCA). The five-day event is billed as the largest K-lifestyle expo in North America, bringing together Korean food, beauty products, and pop culture content in one venue.
K-EXPO is designed as a one-stop marketplace where visitors can experience every layer of modern Korean culture in one place, rather than at separate concerts or trade shows. In LA, the event will recreate scenes from K-dramas and films, such as late-night convenience store “mukbang” and Han River ramen picnics. It will also showcase K-beauty routines, personal color consulting, and hands-on experiences with hit webtoons and streaming titles. The city of Los Angeles has adopted the 2026 K-EXPO USA as an official city event, showing its ambition to make the festival part of the local cultural calendar.
On the food side, a dedicated K-convenience store booth curated by the Korea Agro-Fisheries & Food Trade Corporation will offer instant meals, traditional fermented foods, and fusion sauces arranged like a real Korean store shelf. Nongshim will run a “Han River ramen tasting zone” centered on its Shin Ramyun brand, inviting visitors to experience the casual picnic culture seen in Korean shows. BBQ plans to serve its signature fried chicken and sauces that helped popularize “K-chicken” abroad. Live cooking sessions with Korean celebrities and LA-based chefs will introduce easy home-style recipes that American home cooks can replicate after the festival.
K-beauty will be a separate attraction, with zones for personal color analysis, eye, cheek, and lip makeup demos, and full K-idol makeup styling. Makeup artist Jung Saem Mool’s brand, JSM, will launch a “cushion color matching” program focusing on enhancing natural skin texture rather than heavy coverage, echoing trends spreading on social media. Brands such as Banobagi, Dermapharm, and Dr. Jcos will host product-testing stations and short consultations for visitors curious about Korean skincare but unfamiliar with specific labels.
The content section will highlight how Korean stories have traveled from webtoons to global streaming platforms. Naver Webtoon will feature popular series such as “The Remarried Empress,” “Mask Girl,” and “The Legendary Moonlight Sculptor.” At the same time, Netflix plans exhibits on new Korean creators, behind-the-scenes stills and collaborative projects from the past decade of working with Korean studios. Evening programs will include a K-pop concert featuring Jay Park, P1Harmony and LNGSHOT, positioned as a climax for visitors who spent the day exploring food and beauty zones.
By Min Byung-kwun, KDFN
kdf＠kdfnews.com
Min Byung-kwun
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