“KOREA is back,” declared South Korean Ambassador to Malaysia Yeo Seung Bae in an exclusive interview with Bernama. He said the Korean government now sees Malaysia as a strategic partner in expanding its cultural influence and deepening bilateral relations in an increasingly interconnected region.
The recent success of the Korea Cultural Festival 2025 served as a powerful statement of that intent. Held over 12 consecutive days from 11 to 22 June and organised in partnership with Malaysia’s Ministry of Tourism, Arts and Culture (MOTAC), the festival drew more than 35,000 visitors from all walks of life.
“This festival exceeded expectations,” Bernama cited Yeo saying. “It featured a wide range of events encompassing food, tourism, beauty, and music, running continuously for 12 days.”
Timed to coincide with the 65th anniversary of Korea-Malaysia diplomatic relations and the inauguration of a new administration in Seoul, the festival was meant to signal a reinvigorated diplomatic push. “With this festival, we wanted to send a message: Korea is back,” he reiterated.
Among the festival’s most engaging highlights were a live cooking performance by a Michelin-starred Korean chef who introduced halal-certified premium Korean beef, and a K-Beauty showcase led by Korean professional makeup artists, offering Malaysians direct experience of popular Korean cosmetics.
Tourism was also a key feature. The Korea Travel Fair spotlighted destinations popular with Malaysian travellers, while the most anticipated event was the Korea-ASEAN Music Festival, which brought together artists from South Korea and all ten ASEAN nations. “Around 4,000 people, mostly young Malaysians, attended. It was truly a magnificent sight,” Yeo said.
Themed “Feel the Vibes, Savor the Flavours, and Explore with Style”, this year’s festival aimed to introduce more Malaysians to the Korean Wave (Hallyu) and solidify cultural ties that have become increasingly ingrained in the fabric of Malaysian life.
Looking ahead, Yeo revealed plans to establish a Korea Cultural Centre in Kuala Lumpur by early next year. The centre, he said, will make cultural exchange more accessible and institutionalise events like the K-Culture Festival.
“Our goal is to ensure this is not a one-off event,” he said. “Through this centre, we hope to make Korean culture more available to everyone, regardless of whether they can travel to Korea. We want everyone in Malaysia to experience Korea — right here in Kuala Lumpur.”
In Yeo’s view, cultural diplomacy is more than a diplomatic strategy — it is a shared language that builds trust, understanding and long-term friendship. As South Korea resumes its place on the regional stage, it is culture that continues to lead the way. - June 27, 2025
