The Seoul Tourism Organization has announced the success of the 2024 Seoul My Soul event held in Dubai from May 6 to May 7. The event attracted a total of 4,000 visitors over two days and featured live concerts and fan events by popular K-Pop groups Oh My Girl and KARD, K-Pop dance performances, the Seoul Brand Show, Seoul Style Pop-up booths, and more.

The event began with a K-Pop dance performance by local dance crews, followed by the Seoul Brand Show showcasing must-visit places and foodie stops in Seoul. Attendees had the chance to participate in a lucky draw event with prizes including a round trip ticket from Dubai to Seoul. Live concerts, fan events, hi-touch events, and sound check rehearsals for Oh My Girl and KARD fans created unforgettable memories for Dubai’s K-Pop enthusiasts.

Themed pop-up booths on-site allowed visitors to experience Seoul’s unique lifestyle. The Beauty Seoul Zone offered festival makeup trials popular in Seoul, while the Studio Seoul Zone provided the opportunity for visitors to take photos on a K-Pop music video set. The Seoul Snack Zone offered trendy desserts and beverages, while the Picnic Seoul Zone allowed visitors to relax and unwind in a setting resembling Hangang River. The Seoul Goods Zone showcased newly launched official ‘Seoul My Soul’ merchandise.

One attendee expressed their excitement about the event, stating their intention to visit Seoul in the near future after participating. Kwon Hyuk-bin, Global Marketing Team Director of Seoul Tourism Organization, emphasized the event’s value in promoting hallyu and Seoul’s appeal. The organization plans to continue promoting Seoul to Middle Eastern countries, including the UAE, to attract more tourists to the city.