Jason Edwards – Interviews
Regional Korea arrives in France: a meeting built on trust. The France Heemang Festival brought together several Korean cultural actors this year, presenting the richness of Korea’s regions to the French public. Among them, the K‑Trust Wave Paris team, a collective that connects Korean territories to the world through projects based on trust, human exchange, and sustainable collaboration. On this occasion, we met Shin Eun‑Kyoung, connection designer and founder of DazzleLab, who leads this international project linking six Korean regions to France. She shares her vision, her work, and the message she wishes to convey through this initiative.
1. To begin, could you introduce yourself?
Hello, I am Shin Eun‑Kyoung, connection designer and founder of DazzleLab, active in South Korea. My work consists of connecting people, regions, and countries, and creating structures that allow these links to become sustainable. I deeply believe that connections do not arise by chance: they are built through trust, shared experiences, and time.
2. What led you to participate in the France Heemang Festival?
This participation began thanks to the proposal of Ms. Im Ah‑Jeong, president of the Korea Flavors and Culture Association and founder of Kimchi Street. But our goal was not only to present Korean culture. Korea is not limited to Seoul: it is composed of many regions rich in nature, history, and unique ways of life. We wanted to share the stories of Korean territories with French citizens: their values, their communities, their way of living. And above all, we hope that this meeting does not end with a single event, but becomes the beginning of a lasting relationship and future joint projects. For me, international exchange is not a dialogue between states, but a relationship of trust between people.
3. Could you present the K‑Trust Wave Paris team?
K‑Trust Wave Paris is an international project that connects Korean regions to the world through trust. We highlight culture, nature, local communities, and human relationships. For this edition, six Korean regions participated:
Gimhae – DazzleLab
Connection design, cultural planning, tourism strategy, territorial branding, international exchange.
Gongju – Dial Factory
A community design company creating programs that allow communities to share their values and stories.
Tongyeong – April Moby Dic
A local tourism agency specializing in cultural experiences for foreign visitors.
Chungju – Bottaem Plus
A team dedicated to urban regeneration and placemaking, creating new possibilities in old cities.
Buan – Sigol Cheongchun
Content creation inspired by rural life and the daily lives of young people, reinterpreting agricultural culture.
Gimje – The Rice Lab
A project that transforms rice into cultural and creative experience, highlighting local identity.
Our mission is to connect Korean regions to the world and create lasting relationships based on trust.
4. What message did you want to convey during this event?
The main message is simple: “We are already connected.” Even if our languages and cultures differ, we laugh together, share a meal, and take interest in one another. Connection begins with simple gestures: greeting someone, listening to their story, wanting to see them again. These small connections create communities, link countries, and ultimately transform the world.
5. What did you find most meaningful in the cultural exchange between France and Korea?
What surprised me most in France is how similar we are. The warmth of the welcome, the pleasure of sharing a good meal, the way art is integrated into daily life, the respect for people… Cultural exchange is not a comparison of differences, but a discovery of common points and mutual learning. This meeting is not an end, but a beginning.
6. What is your role as a “connection designer”?
A connection designer does not simply introduce people. They identify relationships that can harmonize, design structures for them to grow together, and facilitate their continuity. As a facilitator, I listen to stories, bring out common values, and help participants build a shared future. I believe that good connections can be designed, not just found by chance.
7. What was the most memorable moment during the festival preparation?
Every moment was memorable. We did not follow a path already traced: we created a path that no one had taken before. What everyone thinks is possible is not necessarily what everyone dares to do. By overcoming unexpected challenges and difficulties together, our team became stronger. For us, the process was more precious than the result. Participating in this first edition was an honor and a pride.
8. What did you want to show the French public?
We wanted to show the real Korea, not a spectacular or touristic version. The daily life of the regions, the communities, shared meals, human warmth. Like a first meeting full of curiosity and gentleness, we hoped this festival would be a moment to get to know each other.
9. What are your future plans?
K‑Trust Wave wishes to continue international exchanges in several countries. We want to connect not only major cities like Seoul, Busan, or Jeju, but also regions like Gimhae, Chungju, Gongju, Buan, Gimje, and Tongyeong. We want to promote a type of travel that does not consume a place, but meets people and creates relationships. Our goal is to build an international community that learns and grows together.
10. A final word for visitors of the France Heemang Festival?
To appreciate someone, there is no need for a particular reason. Meeting, talking, laughing, sharing a meal… that is enough to become friends. We hope this festival was a first meeting. And if one day you come to Korea, we will be ready to welcome you warmly. May this day be the beginning of a new relationship.