From K-Pop to Living Heritage: A New Global Connection

We live in an age where Mars exploration and artificial intelligence coexist with the global influence of K-pop. Amid this rapidly evolving landscape, Culture Masters, in partnership with forward-looking Korean cities, is leading a new global movement—one that places intangible cultural heritage (ICH) at the very heart of cultural sustainability and creative innovation.

Intangible heritage is not a relic of the past; it is the living spirit of humanity. It carries our collective wisdom, artistry, and sense of belonging across generations. In the digital age, ICH is emerging as a vital bridge—connecting tradition and creativity, memory and design, local identity and global vision.

General Discussion Scene of the Intergovernmental Meeting on the 2003 Convention for the Safeguarding of Intangible Cultural Heritage.

Korea’s Leadership in Safeguarding Living Heritage

Since the early 1960s, the Republic of Korea has been at the forefront of ICH safeguarding. Its Cultural Heritage Protection Act became a pioneering model that later inspired international frameworks such as the UNESCO Living Human Treasures System in 1993.

Korea also played a decisive role in shaping the 2003 UNESCO Convention for the Safeguarding of Intangible Cultural Heritage, expanding global heritage discourse from monuments to the living expressions of communities.

Through institutions such as the UNESCO Asia-Pacific Centre for Intangible Heritage (ICHCAP) and the National Intangible Heritage Center (NIHC), Korea has built a robust foundation for international cooperation, continuing to guide cultural policy and global heritage dialogue.

The Vision: WIN 2026 – World Intangible Heritage Festival Powered by Culture Masters

Looking ahead to 2026, Culture Masters, in collaboration with Suwon City and Gyeonggi Province, aims to host the World Intangible Heritage Festival (WIN 2026)—a global celebration uniting tradition, creativity, and innovation.

Under the theme “Living Heritage: Embracing Myth and Narrative,” the festival will invite performing groups representing UNESCO-inscribed intangible heritage from around the world. These include Vietnam’s Ca Trù, Mongolia’s Khöömii and Biyelgee, Kazakhstan’s Dombra and Orteke, Kyrgyzstan’s Manas Epic, Botswana’s Wosana Ritual, and the UAE’s Al-Taghrooda, among others.

Karsakbayeva Aigerim from Kazakhstan, appointed as an Arirang Master in 2024.

Beyond showcasing diverse performances, WIN 2026 will be a living platform of dialogue—bringing together heritage bearers, creative directors, cultural policymakers, and young innovators to imagine new ways of preserving and reinterpreting living traditions.

Mevlevi Sema Ceremony Performance

Suwon and the Hwaseong Festival:

When Royal Procession Meets World Heritage

The festival will be closely integrated with Suwon’s Hwaseong Cultural Festival, transforming the King Jeongjo Royal Procession into a global celebration of culture and coexistence.

Cultural Fusion on the Move: UNESCO-recognized heritage troupes from various countries will join the royal procession, blending traditional Korean court music and world folk arts.

Royal Banquet Reimagined: The Jinchan-yeon (royal banquet) will host intercultural performances, creating a stage where ancient ritual meets contemporary art.

World Martial Arts Exchange: Korea’s Muyesa 24-Gi will collaborate with martial artists from different countries in a dynamic cross-cultural demonstration.

Global Forum – “Cities and Heritage”: Scholars and policymakers will explore how cultural heritage can drive urban regeneration and sustainability.

Youth and Citizen Participation: Citizens and international performers will join together in a symbolic procession, embodying the unity of humanity through culture.

Through this innovative collaboration, the King Jeongjo Procession will evolve from a local historical reenactment into a world-class platform for cultural diplomacy.

Night view of Suwon Hwaseong Fortress, a UNESCO World Heritage Site.

The Festival Experience:

Where Heritage Meets Innovation

1. A Stage of Creative Diversity
WIN 2026 will celebrate human creativity through reinterpreted traditions and collaborative performances. It will link intangible heritage with emerging industries—fashion, gaming, cinema, and digital design—opening new pathways for cultural entrepreneurship and exchange.

2. Immersive Technology and Storytelling
Through AI, projection mapping, and virtual reality, the festival will offer interactive experiences that bring ancient arts into the digital realm. Korea’s Pansori will merge with media art, and traditional attire from across the globe will be reimagined on a “Heritage Runway.”

3. Hands-On Global Participation
Workshops, interactive storytelling, and live demonstrations will enable visitors to engage directly with living traditions—learning dances, crafts, and cuisines from around the world.

Global Partnerships and Sustainable Operations

WIN 2026 will be realized through a strong partnership ecosystem.
Culture Masters, together with the UNESCO ICH NGO Forum, International Advisory Board (IAB), Gyeonggi Arts Center, and Suwon Cultural Foundation, will jointly design programs that combine global excellence with community engagement.

The festival’s operational model will emphasize sustainability and shared responsibility—balancing public support with creative financing such as ticketing, sponsorship, and ESG-based corporate partnerships. Rather than scale, the focus will be on creativity, inclusiveness, and long-term cultural impact.

A New Cultural Hub for the 21st Century

With its rich historical heritage, accessibility, and cultural infrastructure, Suwon is poised to become a Global Living Heritage Hub—a city where the world’s traditions converge, much like Cannes for film or Rio for Carnival.

The festival will revitalize local economies, attract global tourism, and strengthen Korea’s role as a leader in cultural diplomacy, sustainability, and creative innovation.

Conclusion: Intangible Heritage — Designing the Future of Humanity

Intangible heritage is not merely about preserving the past; it is about designing the future through culture.
The World Intangible Heritage Festival Powered by Culture Masters will unite the world’s living traditions in a collective act of creativity and empathy.

As Dr. Park Seong-Yong, President of Culture Masters, notes:

“The future of culture will not be built on competition, but on connection.
Intangible heritage is humanity’s shared language—
through it, we can design a more peaceful and creative world.”

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