The connection between Kenyan audiences and Korean popular culture has a long history, with a study finding that 75.3 per cent of respondents in East Africa watch Korean films or dramas or listen to K-pop. This interest was on display at the K-Lifestyle 2026 showcase in Nairobi, where Korean brands, businesses, consumers, and fans of Korean culture gathered for a day of trade and cultural exchange. The event was organised by the Korea Trade-Investment Promotion Agency (KOTRA) Nairobi and the Embassy of the Republic of Korea in Kenya.
The K-Lifestyle 2026 showcase featured Korean food, beauty, electronics, and pop culture, giving visitors an opportunity to experience contemporary Korean life. Food was one of the attractions, with attendees sampling Korean favourites such as tteokbokki and kimchi pancakes. Korean alcoholic beverages, including Jinro and makgeolli, were also featured, offering visitors an introduction to drinks that are widely associated with Korean social and dining culture.
The commercial focus of the event was evident across the venue, where visitors interacted with Korean products ranging from electronics and household technology to food and beverages. The event provided an opportunity for buyers to explore Korean products and business opportunities, while giving members of the public a chance to discover Korean food, beauty, and technology. Korean Ambassador to Kenya Kang Hyung-shik highlighted the importance of strengthening business ties and cooperation between Kenya and South Korea.
The Korean beauty stands were among the busiest sections of the showcase, reflecting the growing popularity of K-beauty globally. South Korean cosmetics exports reached a record US$11.43 billion in 2025, with Korean beauty products being shipped to 202 countries, according to Nielsen. The event also reflected the continuing popularity of Korean entertainment in Kenya, with K-pop fans taking part in dance sessions and quizzes.
K-pop fans in Kenya have been visible for years, with approximately 1,000 fans attending the K-pop Festa at KALRO Garden in Nairobi in December 2025. The Korean Embassy’s ambassador participated in the event and presented prizes to competition winners. The connection between Kenyan audiences and Korean popular culture also has a longer history, with YouTube identified as the leading platform through which many first encountered Korean popular culture.
The showcase is one of many that the country has hosted over the years, as South Korea, through its Ministry of Foreign Affairs, continues to use its cultural exports as a bridge to international markets. The event was held on Saturday, October 3, at Nairobi’s Village Market, and was attended by Korean brands, businesses, consumers, and fans of Korean culture.
The K-Lifestyle 2026 showcase demonstrated the strong interest in Korean culture in Kenya, with attendees engaging with Korean products and experiences throughout the day. The event provided a platform for Korean businesses to connect with Kenyan buyers and for Kenyans to learn about Korean culture and products.
Key points
- 75.3 per cent of respondents in East Africa watch Korean films or dramas or listen to K-pop.
- South Korean cosmetics exports reached a record US$11.43 billion in 2025.
- The K-Lifestyle 2026 showcase was organised by KOTRA Nairobi and the Embassy of the Republic of Korea in Kenya.
