The Korea Agro-Fisheries & Food Trade Corporation (aT) Paris Office showcased Korean agricultural products at an international multi-sport event, with the objective of raising awareness of Korean food culture. aT leveraged the global attention that the Olympics attract by partnering with the Korea Tourism Organization’s Paris office for the “2024 Paris K-Tourism Roadshow” and with the Ministry of Culture, Sports, and Tourism for the “Korea House Promotion Project” to highlight K-FOOD.

The 2024 Paris K-Tourism Roadshow was held over two days at Forum des Halles, the largest shopping mall in central Paris. The event targeted local Millennials and Generation Z, with an age range of teens to thirties. A promotional booth was established, offering visitors the opportunity to experience Korean tourism, culture, and cuisine. The booth, themed “A Journey to Korea,” showcased a range of products readily available in Paris, including beverages, snacks, ramen, tteokbokki, kimchi, yuzu tea, and traditional liquor.
Over the course of the two-day event, the booth provided samples of a variety of Korean foods, with approximately 10,000 servings prepared to attract visitors’ attention. Furthermore, a cocktail demonstration featuring traditional Korean liquor and beverages was held twice daily, with each session lasting 30 minutes. The event received positive feedback from visitors. Additionally, a K-food sales map was produced and distributed at the event, providing information on where to purchase Korean food during the Olympic Games.

The Korea House Promotion Project was held over five days at a convention center conveniently located just 15 minutes on foot from the Eiffel Tower in central Paris. This project was part of a broader initiative to promote K-content — including music, food, film, and fashion — to global visitors attending the Olympics in Paris. As part of the promotional campaign, K-FOOD goody bags containing products from the official sponsors of the Korean Sports Association were distributed. Maps of Korean food outlets in Paris encouraged locals to find and purchase Korean agricultural products. The event was further promoted online through the social media channels of the Paris office and the Korea Tourism Organization. In addition, promotional activities were organized within the athletes’ village, featuring products such as kimchi, ramen, and ice cream to further elevate the image of Korean food during the Olympic Games.