Conducting 'Global Sales Diplomacy' at the 'Korea Day' in Dijon, France, to publicize Chungnam and Nonsan mega-events

The Korean Foundation for Confucianism and Culture (acting president Lee Sang-gyun, hereinafter referred to as KFCC) took the lead in promoting local regions on the European stage. The foundation spread the essence of traditional Korean culture locally in France while massively promoting key mega-events hosted by Chungcheongnam-do (Governor Park Soo-hyun) and Nonsan-si (Mayor Baek Seong-hyun).

KFCC announced that it operated promotional banners and information booths alongside the National Governors' Association of Korea ( 엄의식, Director of the France Office) during the "K-Heritage in France (Dijon Korea Day)" event commemorating the 140th anniversary of diplomatic relations between South Korea and France. The event took place from October 15 to 18 in and around the city of Dijon, France, featuring major venues such as the Palais des Ducs et des États de Bourgogne and the Cité Internationale de la Gastronomie et du Vin de Dijon.

The event, held in Dijon—the world-renowned home of wine and gastronomy—drew numerous local citizens, figures from the European cultural scene, and tourists. KFCC captured the attention of locals by setting up a promotional space right at the heart of diverse traditional Korean culture programs, which included Gimbap-making cooking classes, Kimchi-making and traditional dining table (Juansap) experiences, and trying on traditional Confucian scholar attire (Yubok).

In particular, the video promotion for the "Nonsan World Strawberry Industry Expo," scheduled to be held in 2027, drew high enthusiasm as it aligned seamlessly with Dijon's culinary culture. KFCC officials raised anticipation for the 2027 expo by promoting the excellence of Nonsan strawberries—boasting top quality in South Korea—alongside cutting-edge smart-farm agriculture and the future vision of the strawberry industry.

Furthermore, by introducing Chungcheongnam-do's tourism charms, which embrace Baekje historic heritage sites, Confucian cultural assets, and breathtaking natural scenery, the foundation actively ingrained Chungnam and Nonsan as essential, attractive travel destinations for international travelers visiting Korea during "Chungnam Visit Year."

On October 17, the third day of the event, Kwon Hyuk-woon, South Korean Ambassador to France, visited the site in person to inspect the status of traditional cultural exchanges and encourage officials who are carrying out global promotional activities for local governments such as Chungnam and Nonsan.

This promotional campaign holds special significance in that it went beyond simple academic and exhibition-centered traditional cultural exchange, realizing a "pragmatic public diplomacy" linked with local governments' key policy initiatives and international industrial events.

Acting President Lee Sang-gyun remarked, "It was deeply meaningful to introduce the future vision of our foundation's roots—Chungcheongnam-do and Nonsan—at a venue showcasing Confucian culture, the very root of K-culture, to Europe. Moving forward, we will faithfully serve as a solid bridgehead that not only expands the value of traditional Korean culture on the global stage, but also drives the globalization and tourism revitalization of our local regions."

Meanwhile, KFCC plans to share the videos filmed with Dijon citizens promoting "Chungnam Visit Year" and the "Nonsan World Strawberry Industry Expo" with relevant departments to utilize them for social media promotion.

[ⓒ Global Economic Times. 무단전재-재배포 금지]