K-Content Fever in Poland: 33,000 Visitors and 181 Business Consultations

[Financial News] More than 33,000 visitors attended the 2026 Poland Korea Brand Week, making the event a major success.
The Ministry of Culture, Sports and Tourism (MCST) and the Korea Creative Content Agency (KOCCA) said on the 23rd that the 2026 Poland Korea Brand Week was held on the 15th and 16th at Warsaw National Stadium in Poland. The event showcased K-pop performances, drama screenings and pansori stages, along with exhibitions of hanbok and hanok and hands-on experiences featuring Korean food and cosmetics. Business consultations between Korean content companies and buyers from Eastern Europe were also held.
The event produced concrete results, including 181 business consultations worth a total of $91,277,700, or approximately 126.1 billion won based on an exchange rate of 1 dollar to 1,382 won. Six memorandums of understanding were also signed. Agreements were reached to supply 10 Korean dramas, including Lovely Runner, Guardian: The Lonely and Great God (Goblin), and Signal, to the Czech Republic and Slovakia, as well as to distribute character merchandise in Poland, marking progress in entering the local market.

The event was organized through cooperation among the Korean Cultural Center in Poland, the Korea International Trade Association Warsaw Office, the Korea Tourism Organization Moscow Office and Korean companies. It introduced a range of Korean culture and products centered on K-content, including tourism, food and beauty. Companies from various sectors, including Nongshim, OURHOME, K-Sisters and NAMANE, also took part.
The event featured exhibitions and promotional programs introducing K-content and Korean tourism, as well as hanbok and hanok displays and traditional culture experiences using Hangul. Visitors were also offered kimchi and ramyeon tastings and opportunities to try Korean cosmetics, allowing them to experience Korean culture in a wide range of ways.
The K-pop program featured Noh Won, Dohee, Saerim, Eunhye and Hyeyeon from 1MILLION Dance Studio, who held dance master classes for 200 participants over two days. Lia Kim performed to songs by K-pop artists including ATEEZ and Hwasa and served as a judge for a K-pop cover dance competition, drawing an enthusiastic response from local fans. Makeup artist Shin Bi-a also held a beauty master class showcasing Korean-style idol makeup on Polish models.
The event also showcased the diverse appeal of K-content through pansori and dramas. Pansori singer Seoyoon Jang, drummer Lee Woo-joo, and Polish improvisational musicians Rafał Mazur and Artur Majewski performed the original pansori work Little Orphan Marisha and Dwarves together, highlighting the significance of cultural exchange between Korea and Poland.
A screening of the first episode of tvN's The Legend of Kitchen Soldier was also held for Polish fans of K-dramas. Kim Tae-hoon, a CP at Studio Dragon who served as the producer of the series, then introduced its planning and production process and discussed key points of interest with the local audience.

Business meetings were also held to help Korean content companies enter the Polish and broader Eastern European markets. Over two days, 16 Korean companies in broadcasting, gaming and animation—including CJ ENM, Aurora World, Codenamein and KENAZ—held one-on-one consultations with around 100 buyers and industry representatives from nine countries in Central and Eastern Europe and Northern Europe, including Poland, the Czech Republic, Bulgaria and Croatia.
Major Polish media companies, including tvN, Canal+ and Telewizja Polska, took part in discussions on distribution and business cooperation with Korean content companies. CJ ENM agreed to supply 10 dramas, including Lovely Runner, Goblin and Signal, to the Czech Republic's TV Nova and Slovakia's TV Markíza. Aurora World also partnered with Poland's NAMANE to operate a pop-up store for two weeks and secure a one-year retail presence.
On the first day, the Korean TV Content Showcase and Networking event was held with the participation of five companies: CJ ENM, Hangang Fore ENM, DESTINY, New Universe and Roi Visual. The companies introduced their major content to local industry representatives and assessed interest and demand in the Polish and broader Eastern European markets.

Through the event, KOCCA signed memorandums of understanding with the Korean Cultural Center in Poland and CJ ENM, establishing a foundation for cooperation to expand K-content across Poland and Eastern Europe.
Kim Yoon-ji, president of KOCCA, said, "K-content is a key driver of overseas expansion for related industries, including tourism, food and beauty, beyond its own exports. KOCCA will continue to support Korean content companies in expanding overseas and increasing exports through its overseas business hubs and global network. We will also lead the joint overseas expansion of related industries featuring K-content."
[email protected] Shin Jin-a Reporter