Brazil's First Lady Invites Baek Jong-won to Brazil for Cultural Exchange

Janja Lula da Silva, Brazil's First Lady visiting South Korea with President Lula, has invited Baek Jong-won, CEO of The Born Korea, to Brazil. Baek has agreed to visit Brazil in October this year.

According to diplomatic and retail industry sources on the 23rd, the First Lady held a private dinner with Baek at a restaurant in Seoul. The venue is reportedly operated by a chef who appeared on Netflix's culinary competition show "Culinary Class Wars."

Janja arrived in Korea on the 21st, one day ahead of President Lula. After completing her official schedule with Kim Hye-kyung, wife of President Lee Jae-myung, she separately requested a meeting with Baek.

The First Lady, known for her keen interest in Korean culture including K-food, reportedly discussed the potential for globalizing Korean cuisine and strategies for entering the Brazilian market. She particularly emphasized "cultural diplomacy led by the private sector."

Baek has been expanding The Born Korea's Korean food franchise brands into global markets. He is recognized as a figure combining global appeal and commercial viability through launching Korean menu items and developing Korean food distribution products based on self-developed sauces.

The impact of Baek's Brazil visit is expected to be significant given Janja's global influence as a social activist working on climate change response. Baek reportedly shared his experience appearing on "Chef on the Antarctic" and explained the potential for cultural campaigns addressing climate change. The First Lady expressed agreement with his remarks.

The meeting could open doors for broader K-culture expansion into Brazil beyond K-food. Janja posted a video of her meeting with Baek on Instagram. During the dinner, Baek presented her with merchandise signed by BTS member Jin.

"Jin wanted to come along but unfortunately couldn't make it," Baek said. "He asked me to deliver this liquor he personally made, with his signature, to the First Lady."

Baek's Brazil visit may extend beyond culinary exchange to include launching local brands, introducing Korean menu items based on proprietary sauces, and revitalizing underserved regions through regional development expertise.

Meanwhile, President Lee welcomed President Lula at Cheong Wa Dae's Grand Garden with an official ceremony. The two leaders agreed at their summit to elevate bilateral relations to a "strategic partnership."

Both countries expressed agreement on resuming negotiations for the Mercosur trade agreement. President Lee emphasized, "Brazil is a key member of Mercosur. We need to promptly resume negotiations for a trade agreement between Korea and Mercosur."

President Lula responded, "I deeply agree that concluding a trade agreement is an urgent task."