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AMMAN — The Korean embassy and the Ministry of Culture co-hosted "Ya Hala, Meet Korea!" at the Haya Cultural Centre in Amman on Friday and Saturday, in what organisers described as the “largest” comprehensive economic and cultural festival ever held by South Korea in the Levant.
Jointly organised by the Korea Trade-Investment Promotion Agency (KOTRA), the event showcased South Korea's innovative products, advanced technologies and rich cultural heritage, while providing Jordanians with an opportunity to experience the country's creative industries, cuisine and traditions in one venue, the embassy said in a statement to The Jordan Times.
Around 20,000 visitors attended the two-day festival, which featured exhibitions of electronic appliances, vehicles, medical equipment, beauty products, food and other consumer goods.
A total of 117 South Korean companies, including Samsung, LG, KEPCO, Hyundai and Kia, participated alongside 37 Jordanian companies.
The exhibition enabled Korean firms to engage directly with Jordanian consumers while exploring business opportunities in the Jordanian market.
The festival culminated on the evening of Saturday with a cultural programme that blended traditional and contemporary performances.
The finale featured Korean traditional music, including Samulnori percussion and fan dances, alongside K-pop performances by Korean artist Kisu and performances by Jordanian traditional dance troupes, highlighting the cultural ties between the two countries.
Speaking at the opening ceremony, South Korean Ambassador to Jordan Pilwoo Kim highlighted the importance of co-hosting the festival with Jordan.
"Korea and Jordan share a profound history of mutual understanding, and the generosity, hospitality and rich cultural heritage of Jordan deeply resonate with the Korean people," he said.
Kim added that the festival was "not just about cultural exchange but also a vibrant showcase of economic and industrial innovation", offering visitors a glimpse of Korea's strengths in technology, mobility, energy, food and beauty industries.
Minister of Culture Mustafa Rawashdeh said that the festival introduced Jordanians to key aspects of Korean civilisation, heritage and folklore while providing a platform for dialogue and mutual understanding between the two countries.
He added that the event would help strengthen Jordanian-Korean relations across various fields, with particular emphasis on expanding cultural cooperation.
According to the embassy, the “successful” staging of the festival also underscored Jordan's ability to host major international events despite recent regional tensions.
The embassy reaffirmed its commitment to expanding cooperation and people-to-people exchanges with Jordan, particularly as the two countries prepare to mark the 65th anniversary of diplomatic relations next year.
