2026 Aichi·Nagoya AG Korea House to Widely Promote Korean Culture Worldwide, Yoo Seung-min (Chairman): "Sports and Culture Transcend Borders and Languages"

*This content was translated by AI.

The Korean Olympic Committee (President Yoo Seung-min) has partnered with the National Museum Cultural Foundation.

The Korean Olympic Committee announced that on the 7th, it signed a memorandum of understanding with the National Museum Cultural Foundation at the National MuseumMoon Hwa-jae-dan (President) to widely promote South Korea's sports and culture globally through the 2026 Aichi·Nagoya Summer Asian Games Korea House.

The agreement was attended by Yoo Seung-min, President of the Korean Olympic Committee, Jeong Yong-seok, Director of the National MuseumMoon Hwa-jae-dan (President), and others.

The Korean Olympic Committee explained that the initiative aims to connect sports and cultural arts resources held by both institutional investors, develop joint products and content, and disseminate them domestically and internationally, starting with the opening of the 2026 Aichi·Nagoya Summer Asian Games (hereinafter referred to as Aichi·Nagoya Asian Games) Korea House on the 18th.

According to the agreement, both institutional investors will cooperate in planning and developing joint products utilizing the brands and sports and cultural arts resources of "Team Korea" and "MU:DS," promoting and expanding these joint products through international sporting events and the Korea House, and identifying and advancing new collaborative projects linking sports with cultural arts.

At the Aichi·Nagoya Asian Games Korea House, a pop-up store will be operated to simultaneously promote South Korea's sports and culture. The pop-up store will exhibit and sell various cultural products inspired by Korean cultural heritage, while also showcasing Korea House-exclusive products featuring the "Team Korea" logo. Through this, visitors to the Korea House are expected to more easily access and experience South Korea's sports and culture.

Through this collaboration, the Korean Olympic Committee aims to actively utilize the Korea House not only as a hub for supporting South Korean athletes and sports diplomacy but also as a space that promotes both South Korea's sports and culture together. Additionally, both institutional investors plan to continuously develop joint products and content linked with major international sporting events and identify various collaborative projects by leveraging resources held by each institutional investor.

Yoo Seung-min (Chairman) stated, "Sports and culture are powerful forces that promote South Korea to the world beyond borders and languages. Through this agreement, we are honored to showcase the charm of our sports and culture together at the Aichi·Nagoya Asian Games Korea House. Going forward, we will actively utilize international multi-sport events and the Korea House to create diverse opportunities for people worldwide to experience and empathize with South Korea up close."

In response, Jeong Yong-seok, Director of the National MuseumMoon Hwa-jae-dan (President), said, "We are honored that 'Team Korea,' representing South Korean sports, and 'MU:DS,' which has modernly reinterpreted the value of our cultural heritage, have come together to present new products and content. Through this Korea House collaboration, we will further expand cooperation between Team Korea and MU:DS, widely promote the charm of South Korea's sports and culture domestically and internationally, and continuously showcase diverse products and content that leverage the strengths of both institutional investors."

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*This content was translated by AI.