*This content was translated by AI.
The Ministry of Culture, Sports and Tourism (Minister Choi Hwi-young) and the Korea Sports Association (Chairman Yoo Seung Min) announced on the 27th that they will operate the "Korea House" in Milan, Italy, from February 5 to 22, in the wake of the "2026 Milan-Cortina D'Ampezzo Winter Olympics." In the wake of the large-scale event called the Olympics, it plans to use it as a base for diplomacy between the "K-culture" and "K-Sports" with the government and the private sector.
The "Korea House" will be built in Villa Necchi Campiglio, a historic architectural and cultural space in the center of downtown Milan. Villa Necki Campilio is a modern architectural attraction and museum designed in the 1930s, and is also famous as a filming location such as the movie House of Gucci. The mansion will be used as a venue for high-ranking interviews and dinner events for sports diplomacy, the outdoor tennis court will be used as a space for promoting "K-culture" and "K-tourism," and as a resting place for athletes underground.
The opening ceremony of "Korea House" will take place on February 5. Major figures in the international sports community at home and abroad, including Minister of Culture, Sports and Tourism Choi Hwi-young and Yoo Seung Min Chairman of the Korea Sports Association, will visit the opening ceremony. In particular, thanks to the popularity of "K-Culture," high-level international sports officials such as members of the International Olympic Committee (IOC) and heads of national Olympic committees (NOC) from each country are reported to be inundated with inquiries this year. On "Korea Day" on February 17, visitors will be greeted by traditional games such as Sebae, Yutnori, and Ttakchi using Korean Lunar New Year culture.
Various support programs will also be prepared for the Korean athletes, who are the main characters of the Olympic stage. Team Korea's promotional zone displays national team uniforms, operates a photo zone, and also hosts group cheering events for major games. On February 22, the "Korea Team Breakdown Ceremony" will celebrate the achievements with sponsors in honor of the enthusiasm and challenge of the team that has passed through the scene of fierce competition.
In addition, the "Korea House" will showcase a variety of Korean culture for people from all over the world who visited the Olympics. The Korea Tourism Organization promotes the daily lives of Koreans as tourism contents to Korea under the theme of "Travel from Milan to Korea." It heralds a wealth of things to enjoy, such as experiencing idol makeup and hairstyles, exhibitions of Gangneung coffee and Jeju sea scents, and K-pop classes.
The National Museum Cultural Foundation's MU:DS, which continues to be sold out every day, also knocks on the door of Milan, the "City of Design." It will display 96 Korean cultural heritage products that have been reinterpreted modernly under five themes of private, celadon, white porcelain, lacquer, and <K-pop Demon Hunters>, while selling 19 popular products such as semi-minimatures, celadon pouches, celadon keychains, magpie tiger badges, and Ilwol-Obongdo pouches.
At the opening ceremony of the Korea House, the Korea Craft Design Culture Promotion Agency will showcase the dignity of hanbok in the winter atmosphere through the hanbok fashion show <Suljungyeonhoe: Hanbok Blooming Under Snowflakes>. Visitors can try on winter hanbok such as durumagi, as well as gat, jokdugi, and cheekbones and leave instant photos.
Supporters such as CJ, Naver, and Cas also support Team Korea as "one team." CJ will collaborate with the Korea Tourism Organization to display 'K-Food' and Olive Young's popular 'K-Beauty' products under the theme of the Hangang River convenience store and provide 'K-Tourism' information linked to drama. Naver will host an online group cheering event along with the Korea House introduction program, which includes former short track national team player Kwak Yoon-ki and others. Cas will support event owners at major events such as the opening ceremony. Souvenirs of Team Korea's support will also be available on site.
"Korea House" can be visited by anyone who makes a reservation for the website in advance or applies on the spot, and its operation hours are from 11 a.m. to 8 p.m.
The "2026 Milan Winter Olympics Korea House" is a stage that not only supports the team but also conveys the value of "K-Sports" and the cultural power behind it to the world, a ministry policy official said. "We will operate it as a space to support "K-Sports" and experience "K-Culture."
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*This content was translated by AI.
