Beyond Hallyu

By the time director Kim Myeongjin arrived in the Philippines, K-pop and K-dramas had already become part of everyday Filipino life. Rather than adding to that momentum, he chose a different path: showing Filipinos the Korea that exists beyond the global phenomenon — one found in its literature, visual arts, traditional culture, film, and creative communities.

“When I first arrived in the Philippines, my goal was to introduce Filipinos to Korean culture beyond K-pop and K-drama,” Kim told DAILY TRIBUNE. “Our mission gradually evolved beyond cultural promotion to fostering mutual growth and strengthening the ties between the Philippines and Korea.”

That philosophy shaped the Korean Cultural Center (KCC) throughout his more than three-year tenure. Instead of simply presenting Korean culture, the Center increasingly worked with Filipino artists, institutions and cultural organizations, creating programs that encouraged both countries to learn from each other.

Building bridges

Among the projects Kim considers most meaningful is OST Symphony: K-Drama in Concert, which united Korean storytelling with Filipino musical talent.

“For two consecutive years, it provided opportunities to foster collaboration between Korea and the Philippines,” he said, referring to partnerships with the National Commission for Culture and the Arts, the Philippine Philharmonic Orchestra, SM and GMA Network.

The concerts demonstrated how Korean stories could be reinterpreted through Filipino artistry while introducing audiences to orchestral performances inspired by beloved dramas.

Beyond concerts, KCC also expanded exhibitions, webtoon workshops, filmmaking initiatives, museum collaborations and regional programs that brought Korean culture outside Metro Manila.

“We wanted to bring a piece of Korea to different regions across the Philippines,” Kim said, making cultural exchange more accessible regardless of location.

Those efforts earned international recognition. Under Kim’s leadership, the Korean Cultural Center in the Philippines was named the world’s Best Korean Cultural Center for two consecutive years by South Korea’s Ministry of Culture, Sports and Tourism.

Rather than treating the award as a personal achievement, Kim credits the small team behind it.

“Our team consists of not more than 10 staff,” he said. “Despite being a small team, everyone is hardworking and passionate. The recognition is the fruit of everyone’s labor.”

He believes the recognition reflects years of carefully building relationships with Filipino partners and audiences.

The result, he said, is that Filipinos today have begun exploring a wider picture of Korean culture.

“From simply enjoying K-culture, Filipinos now have a deeper appreciation and understanding of Korean culture beyond pop culture,” he said. “It now extends to experiencing exhibitions, theater shows and other forms of artistic expression.”

Lessons from the Phl

While Kim spent his years introducing Korea, he says the Philippines quietly changed him as well.

“Living and working here made me realize how much Filipinos love Korea,” he said. “But what truly surprised me was how kind and warmhearted Filipinos are.”

That warmth became one of the defining memories of his stay.

“Although each person has a unique personality, their respect for others and genuine warmth and hospitality are qualities they all share.”

Some of his happiest moments came after every event, when months of preparation finally met the public.

“I felt the happiest at the end of each event,” he said. “Seeing the smiles on the audience’s faces and how much they enjoyed the programs makes all the hard work worthwhile.”

Away from public programs, Kim balanced multiple responsibilities as KCC director, Cultural Attaché of the Korean Embassy and head of the King Sejong Institute.

“No two days are ever the same,” he said. “It is the sense of fulfillment I gain from each responsibility and the people I engage with that continues to inspire me.”

The Philippines also introduced him to traditions he plans to carry home.

He speaks fondly of bayanihan, saying the Filipino spirit of helping one another mirrors values found in Korean society. Even the simple word “po” became part of his daily vocabulary.

“It is a small but meaningful gesture that reflects the kindness and respect Filipinos show toward others,” he said.

He also found comfort in Filipino food, especially bulalo, which reminded him of Korea’s galbitang, and counts Fort Santiago among the places that left the strongest impression because of the history it preserves.

As he prepares to leave, Kim hopes the relationship between Korea and the Philippines continues to evolve from cultural appreciation to genuine collaboration.

“I hope our two nations can move beyond simply sharing our cultures toward creating something new together through stronger collaboration, shared creativity and meaningful partnerships,” he said.

Looking back, Kim believes his greatest accomplishment was helping make the Korean Cultural Center feel closer to Filipinos, not by asking them to embrace another culture, but by creating opportunities for both countries to discover how much they already share.