2025 Play K-Food World Cup: A New Global K-Wave Challenge

The anticipated 2025 Play K-Food World Cup has officially kicked off, captivating audiences worldwide with its unique blend of food culture and celebrity participation. Jointly organized by the Korea Foundation for Cultural Heritage, Sports Donga, and Voluntary Agency Network of Korea (VANK), this year-long global campaign enters its third exciting year.

A Glorious Return

With its inaugural event starting on the 30th and running through the end of December, the campaign highlights global enthusiasm for K-Food through the themes of play and participation. This vibrant festival aims to capture the taste buds and hearts of Korean food fans across the globe.

Evolution of the Concept

Building on the success of previous K-Challenges, this campaign adds the intriguing concept of a “World Cup” to inspire wider participation. It invites everyone who loves K-Food to introduce and enjoy Korean cuisine in their own style, thereby expanding the Hallyu wave.

Celebrity Balance Game

This year sees a twist as celebrities dive into the fun with the introduction of a Balance Game format. FIFTY FIFTY, a top girl group, leads the charge with their creative spin on balance questions, such as “Soybean Soup vs. Cold Noodles” or “Ginseng Chicken Soup vs. Fried Chicken”.

Join the K-SPICY Challenge

For spice enthusiasts, the K-SPICY Challenge offers fans the chance to showcase their tolerance for spicy Korean dishes like fiery kimchi and buldak noodles. Participants simply upload their videos to social media using the hashtag #play_kfood.

Finally, the world is at the starting line for the 2025 Play K-Food World Cup. It’s time for this cultural phenomenon to sweep across global palates delightfully.