About 70 students from Shinhan University’s K-Culture delegation performed Korean cultural demonstrations during the 80th edition of the Avignon Festival [1], [2].
The event represents a push for private diplomacy, using the global popularity of Korean entertainment and arts to build international bridges through student-led engagement.
Participants utilized various locations across Avignon, including the city streets and areas near Saint-Louis Cathedral [2]. The delegation presented a diverse range of activities, including Taekwondo demonstrations, K-pop dance performances, and K-beauty workshops [2]. The program also featured a musical created by the students themselves [2].
Local residents reacted positively to the performances. Ines, a citizen of Avignon, said she was impressed by the acting of the performers and felt as though she were watching a television drama [1].
The initiative aimed to showcase the breadth of Korean culture beyond commercial exports, highlighting the role of university students in promoting national heritage abroad [1]. By integrating traditional martial arts with modern beauty and music trends, the delegation sought to demonstrate new possibilities for civilian-led diplomatic efforts [1].
“About 70 students from Shinhan University’s K-Culture delegation performed Korean cultural demonstrations”
This initiative reflects a broader strategy of 'soft power' diplomacy, where South Korea leverages its cultural exports—known as the Hallyu wave—to strengthen international relations. By utilizing students as ambassadors at a prestigious European arts festival, the program shifts cultural promotion from government-led initiatives to grassroots, academic exchanges.
