When Korea was named guest of honor at the La Mar de Musicas music festival in Spain's Cartagena, the Korean Cultural Center showcased various aspects of Korean culture, attracting around 40,000 visitors. The center received special recognition from South Korea's Ministry of Culture, Sports and Tourism for these efforts. Director Shin Jae-kwang noted that Spaniards view Korea as a cool and trendy country.
The designation of Korea as guest of honor at the annual La Mar de Musicas music festival in Cartagena, southern Spain, provided the Korean Cultural Center in Spain with a platform to promote Korean culture beyond mere performances. This initiative drew approximately 40,000 visitors and garnered extensive coverage from local media.
For these accomplishments, the center received special recognition from South Korea's Ministry of Culture, Sports and Tourism, alongside counterparts in Vietnam, Thailand, China, and Japan. This award was highlighted during the ministry's yearly gathering in Seoul, where directors from about 40 Korean cultural centers worldwide exchange experiences.
Shin Jae-kwang, director of the Korean Cultural Center in Spain, stated in an interview, "For many Spaniards, Korea is seen as a cool and trendy country with much to offer. I feel honored to be part of introducing different aspects of Korean culture to Spanish audiences."
At the festival, performers included the Korean alternative pop band LEENALCHI, which performed in July 2025, idol rock band W24, and contemporary gugak groups Dal:um. The center also screened eight Korean films, hosted an exhibition by photographer Koo Bohn-chang, and collaborated with 20 restaurants to offer Korean-inspired tapas. Shin noted, "Although it’s a music festival, we managed to showcase a variety of Korean culture there, including music, art, literature, food, calligraphy and crafts." Coordination with Cartagena's city government facilitated musician invitations.
Outside the festival, the center invited 20 Korean authors to Spain last year, featuring Bora Chung for "Cursed Bunny" (2017), Kim Hye-jin for "Concerning My Daughter" (2017), and Kim Ae-ran for "My Brilliant Life" (2011). "Literature is something I felt proud of. It turned out to be a real success," Shin said, adding that Spanish readers show strong interest in Korean literature, particularly Nobel laureate Han Kang's works. Research indicates that after music and films, Spanish audiences enjoy Korean literature most.
Looking forward, Shin plans a short-form film contest for Spanish creators. "People in Spain have a strong desire to create," he said, with winners gaining a trip to Korea and screenings at the center's annual film event.
