K.Will and Gummy are all set to captivate the audience in Dubai, United Arab Emirates (UAE) at a dazzling K-culture event commemorating the unveiling of a new Korean promotional center.

Recently, on February 19 (KST), the Ministry of Culture, Sports and Tourism (MCST) disclosed their collaboration for the Korea Season in Korea 360 event scheduled to take place from February 21 to 22 (GST) at Festival City Mall in Dubai. Their partners in this endeavor include the Korea Foundation for International Cultural Exchange (KOFICE) and the Korean Cultural Center in UAE.

This festive occasion is a precursor to the much-anticipated launch of UAE Korea 360, a cultural hotspot devoted to showcasing Korean content and industries in the Middle East, slated for inauguration on February 28. Scheduled performances boast K.Will and Gummy lending their voices to popular Korean drama theme songs, including hits like Descendants of the Sun. Additionally, attendees can look forward to an electrifying Fusion Gugak performance by Queen, a musical ensemble that artfully fuses traditional Korean instruments with modern Western percussion.

With the foundational roots of UAE Korea 360 tied to MCST and six other government ministries, its primary goal is to act as a central platform for the expansion of K-content and associated industries across the Middle Eastern market.

Kim Hyun Joon, the director of international cultural policy at MCST, emphasized, “UAE Korea 360, in tandem with Indonesia Korea 360, operational since 2022, will play a pivotal role as a launching pad for Korean enterprises seeking to penetrate the Middle Eastern and Asian markets.”