Korea House, operating in Milan, Italy since February 5 ahead of the 2026 Milan-Cortina d'Ampezzo Winter Olympics, is drawing significant attention. The Ministry of Culture, Sports and Tourism plans to use the venue as a hub for K-culture and K-sports diplomacy, with government and private sector collaboration centered on the major Olympic event.
Minister of Culture, Sports and Tourism Choi Hwi-young visited Korea House in Milan on February 7 local time, personally selling food at the K-food section and encouraging staff, the ministry said.
Korea House is located at Villa Necchi Campiglio, a historic architectural and cultural landmark in central Milan. Designed in the 1930s, the modernist building serves as a museum and gained fame as a filming location for "House of Gucci" and other productions.
Milan Korea House is open to anyone with advance reservations through the website (koreahouse2026) or on-site registration. Operating hours are 11 a.m. to 8 p.m., running through February 22.
The ministry is utilizing the mansion for high-level diplomatic receptions and dinner events, the outdoor tennis court for K-culture and K-tourism promotion, and the basement as a rest area for Korean athletes.
Inquiries from senior international sports officials, including International Olympic Committee members and National Olympic Committee presidents from various countries, have surged this year due to K-culture's popularity, according to officials. On February 17, designated as "Korea Day," visitors can experience traditional Lunar New Year customs including sebae (New Year's bow), yutnori (traditional board game), and ddakji (paper tile game).
Various support programs are prepared for Team Korea athletes. The Team Korea promotion zone displays national team uniforms, operates a photo zone, and hosts group cheering sessions for major competitions. The Korean delegation's closing ceremony on February 22 will honor athletes' passion and challenges through intense competition, celebrating their achievements alongside sponsors.
Korea House showcases diverse Korean culture to global visitors attending the Olympics. The Korea Tourism Organization promotes Korean daily life as tourism content under the theme "A Journey to Korea from Milan." Activities include K-idol makeup and hairstyle experiences, exhibitions featuring Gangneung coffee aromas and Jeju ocean scents, and K-pop classes.
The National Museum of Korea Foundation's cultural merchandise brand "MU:DS" displays 96 items of modernly reinterpreted Korean cultural heritage across five themes: contemplation, celadon, white porcelain, mother-of-pearl, and K-pop Demon Hunters. Nineteen popular items are available for purchase, including Bangasayusang miniatures, celadon pouches, celadon keychains, magpie-tiger badges, and Irworobongdo pouches.
Sponsors including CJ, Naver, and Cass are supporting Team Korea as "one team." CJ collaborates with the Korea Tourism Organization to operate a K-entertainment exhibition featuring K-food and Olive Young's popular K-beauty products under a Han River convenience store theme, providing K-tourism information linked to Korean dramas. Naver is conducting online group cheering sessions alongside Korea House introduction programs featuring former short track national team member Kwak Yun-gi.