Two-day immersive K-Tourism roadshow featuring traditional performances, K-Pop, K-Food, K-Beauty, and exclusive travel giveaways at American Dream Court A.

The Ministry of Culture, Sports and Tourism, in partnership with the Korea Tourism Organization (KTO), will present "Your Korea Starts Here," a two-day K-Tourism Roadshow at American Dream on Saturday, August 1, and Sunday, August 2, 2026. The immersive public event will transform Court A into a celebration of Korean culture, travel, food, beauty, and entertainment, offering visitors an opportunity to experience Korea firsthand while discovering why it has become one of the world's most dynamic travel destinations.

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As global interest in Korean culture continues to grow, Your Korea Starts Here brings together authentic cultural experiences and travel inspiration in one destination. Designed for families, K-culture enthusiasts, and travelers alike, the event showcases both Korea's rich traditions and contemporary lifestyle through interactive programming that encourages visitors to explore, participate, and connect.

Throughout the weekend, guests will enjoy traditional Korean music and dance performances presented by the Korean Traditional Music and Dance Center of New York (KTMDC), energetic K-Pop performances by iLoveDance, Random Play Dance sessions, audience games, K-Pop quizzes, dance challenges, Korean food experiences, K-Beauty activations, cultural exhibits, and an interactive photo experience.

Visitors can also participate in activities hosted by partner organizations to collect commemorative event charms while learning about Korea's culture, tourism, and lifestyle. KTO representatives will provide destination recommendations, seasonal travel inspiration, and practical resources to help visitors plan future trips to Korea. Attendees who register on-site will also be eligible to enter a drawing for a round-trip flight between Newark Liberty International Airport (EWR) and Seoul (ICN), along with additional promotional prizes available throughout the event.

Participating organizations include KOTRA, the Korea Creative Content Agency (KOCCA), and the Korea Agro-Fisheries & Food Trade Corporation (aT). Participating brands include Korean Air / Delta Air Lines, Air Premia, Seoul Trading, H Mart, bb.q Chicken, AMOREPACIFIC, and Photoism, each highlighting a unique aspect of Korea's tourism, food, retail, or lifestyle industries.

“Your Korea Starts Here reflects our vision of making Korea more accessible, engaging, and inspiring for international audiences,” said Insook Lee, Executive Director for the Americas, Korea Tourism Organization. “By bringing together culture, food, beauty, entertainment, and travel inspiration, we offer visitors an authentic taste of Korea right here in New Jersey before they even board a flight. We hope everyone leaves with unforgettable memories—and the excitement to experience Korea in person.”

The roadshow supports KTO's mission to strengthen Korea's position as a premier global travel destination by creating meaningful cultural connections and encouraging international travelers to discover the country's diverse regions, experiences, and hospitality.

Event Details

• Event: Your Korea Starts Here
• Dates: Saturday, August 1 – Sunday, August 2, 2026
• Hours: 11:30 a.m. – 8:00 p.m. (both days)
• Location: Court A, American Dream, East Rutherford, New Jersey
• Admission: Free

Featured Experiences

• Traditional Korean music and dance performances
• K-Pop performances and Random Play Dance
• K-Pop quizzes, dance challenges, and audience participation
• Korean food and K-Beauty experiences
• Interactive cultural exhibits and photo experience
• Commemorative event charm collection
• Korea travel information and destination inspiration
• On-site registration for round-trip flight giveaway (EWR–ICN)
• Promotional giveaways and prizes

About the Korea Tourism Organization (KTO) New York Office

The Korea Tourism Organization (KTO) New York Office is the regional office of the Korea Tourism Organization under the Ministry of Culture, Sports and Tourism (MCST). The office promotes Korea as an all-season destination and supports the nation's tourism economy. With its rich history, dynamic culture, exceptional food, and warm hospitality, Korea stands among Asia's most vibrant destinations. From ancient temples like Bulguksa to modern icons such as Lotte World Tower, Korea offers unforgettable experiences that seamlessly blend tradition and innovation.

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