The Woori Festival is one of those events that wasn’t built to become "big," but grew because people became attached to it. In Toulouse, it’s easy to see: every year, the public returns, often with friends, sometimes with the whole family, and the atmosphere naturally transforms into a little corner of Korea set in the middle of Occitanie. Nothing is forced or overplayed. Just a team that loves what they do and an audience that shows up.
For this 2026 edition, you can feel that the festival is stepping up. Not a spectacular turn, but a logical, almost natural evolution. The programming is expanding, collaborations are strengthening, and certain guests show that the festival is beginning to be noticed far beyond the region. Among them are two names that have marked Korean fans in recent months: Lee Junseong and Shin Seongho, revealed by the show His Man 2. Their visit, a first in France, is not a simple addition "just for looks." It’s a sign that the festival inspires confidence, that it creates a space where artists can meet their audience in a simple, warm, and barrier-free atmosphere.
The Woori Festival is also built on the idea that Korean culture isn’t limited to K-pop or K-dramas. Here, people eat, dance, discover artisans, listen to stories, learn a few words of Korean, and watch martial arts demonstrations. You let yourself be carried away. And that is perhaps what explains its success: it doesn’t seek to impress; it seeks to share.
To better understand this philosophy and approach, we exchanged emails with the organizing team on July 30. Their sincere and direct perspective highlights what makes the festival strong: a genuine passion, a desire to transmit, and above all, the idea that culture is lived together.
1. Could you introduce the Woori Festival Toulouse and explain its mission and cultural vision?
Woori Festival Team: This year marks the 5th edition of the Woori Festival, currently the only event entirely dedicated to Korean culture in Toulouse, in the south of France. Our ambition is to showcase Korea in all its diversity: K-pop of course, but also traditional arts, gastronomy, language, tourism, craftsmanship, martial arts, and many other aspects. In Europe, many discover Korea thanks to K-pop or K-dramas. These are excellent entry points, but we want to offer a more complete vision of this incredibly rich culture. Our mission is simple: to allow visitors, young and old, to experience an exotic, friendly, and family-oriented weekend. On the program: K-pop shows and initiations, martial arts demonstrations, creative workshops, artisan and professional stands, as well as a wide choice of Korean street food. On September 19 and 20, 2026, Toulouse will take on the air of Korea.
2. What are the highlights or special programs of this year's edition?
Woori Festival Team: For the second consecutive year, we are hosting the Occitanie selection of the Amazing K-pop Contest. The winners will represent our region in the national final in Paris. We are very proud that the group Nova, winner of our 2025 selection, won the national final in July 2026. We will also have the pleasure of welcoming back the Korean rap group NRMA, from Namwon, who will return to set the stage on fire with their energy and music. Another highlight: the visit of Lee Junseong and Shin Seongho, revealed by the Korean show His Man 2. Visitors will be able to attend autograph sessions, take photos with them, and participate in a Q&A session on stage. This will be their very first meeting with their French fans. Finally, Madame An’s company will present a traditional Korean dance show, offering the public a true journey through the costumes, music, and traditions of Korea.
3. How do you select the artists who participate in the festival? What criteria guide your choices?
Woori Festival Team: Our priority is to offer varied, high-quality programming while remaining accessible to the widest audience: all our stage entertainment, autograph sessions, photo ops with guests, and conferences are free. Each year, we renew our guests so visitors can discover new artists and personalities. Above all, we look for artists, content creators, or influencers who share their passion for Korea with authenticity. Regardless of their field—music, dance, gastronomy, travel, crafts, or traditional culture—everyone can contribute. Of course, as an association, we also have to deal with an unavoidable reality: our budget. Even though our visitors regularly ask us to invite BTS or other major K-pop groups, we must find a balance between our ambitions, our means, and the quality of the proposed experience. It is this balance that guides our decisions.
4. What does the promotion of Korean culture in France represent to you, and how has the Toulouse public welcomed the festival over the years?
Woori Festival Team: The popularity of Korean culture is experiencing exceptional growth in France and Europe. While K-pop and K-dramas are now widely known, we believe it is just as important to introduce Korea’s other riches: its traditions, history, gastronomy, language, and heritage. We want to be a true cultural bridge between France and Korea, allowing everyone to learn more in a friendly atmosphere. The Woori Festival has become a highly anticipated event in Toulouse. Since the first edition, we’ve been fortunate to see many visitors return each year, as well as welcome newcomers, sometimes from further away. Participation increases with each edition, confirming the growing enthusiasm for Korean culture in our region... and beyond.
Credits: © Meldy Melody
5. Are there any new projects, partnerships, or initiatives you would like to share with our international readers?
Woori Festival Team: Our ambition is to continue growing the Woori Festival to introduce Korean culture to an ever-wider audience. We want to strengthen our collaborations with French institutions, such as the City of Toulouse, but also with Korean partners like the Korean Cultural Center. We are also very happy to be an official partner of the celebrations for the 140th anniversary of diplomatic relations between France and Korea, highlighted in 2026. We are always open to new partnerships with organizations, companies, or institutions that share our desire to promote Korean culture internationally. Every collaboration is an opportunity to create ambitious projects, foster cultural exchanges, and enrich our visitors' experience. In the future, we would like to further develop international exchanges and welcome even more artists, artisans, and creators coming directly from Korea.
6. Would you like to address a message to the global audience of Korea.net, as well as to those discovering your festival for the first time?
Woori Festival Team: We warmly thank Korea.net for giving us this wonderful opportunity to present the Woori Festival to an international audience. To everyone discovering us: you are very welcome! Whether you have been passionate about Korean culture for a long time or are simply curious, our festival is designed to welcome everyone in a warm and friendly atmosphere. And if you are coming from afar, it will also be an opportunity to discover Toulouse and Occitan culture, which are part of our country's identity. Finally, the word Woori means "our" in Korean. This name perfectly reflects our philosophy: a place of meeting, sharing, and discovery where everyone has a place. We hope to have the pleasure of welcoming you soon to Toulouse to share our passion for Korea together.
