Organized by the Ministry for Food, Agriculture, Forestry, and Fisheries and the Korea Agro-Fisheries & Food Trade Corporation, aT, the K-Food Promotion Hall was a major hit at KCON LA 2023, particularly among Gen Z attendees.
The KCON event, hosted from August 18 to 20 at the Crypto.com Arena in downtown Los Angeles, attracted over 140,000 enthusiasts from near and far.
Keen on exploring Korean culture, a significant number of Generation Z attendees flocked to the K-Food Promotion Hall. Dubbed ‘K-Food 101,’ the space mimicked aspects of Korean school life, letting visitors dive into experiences like trying on school uniforms and tasting school lunches — aspects recently spotlighted in K-dramas and Korean shows. This zone quickly resonated with Gen Z, known for their penchant to share memorable moments on social media.
Different sections of the hall showcased varied attractions. The “school cafeteria” highlighted popular exports like beverages, noodles, and snacks. Meanwhile, the “school lunch” section offered taste tests of crowd favorites such as tteokbokki, ice cream, miso powder, and Bungeoppang.
To cap the experience, the after-school café corner invited attendees to try out the Roblox K-food simulator game. Adventurous participants also had the chance to earn a K-food school certificate and received souvenirs by joining fun activities like the photogenic contest and spinning wheel games.
BY EUNYOUNG LEE [lee.eunyoung6@koreadaily.com]
