From K-Beauty to K-Pop: How Korean Culture Stole the Spotlight at APEC

Golden Gestures
In a nod to US President Donald Trump’s fondness for gold, South Korean President Lee Jae Myung wore a striking gold tie and presented Trump with a dessert inspired by the precious metal. Later, officials gave him a replica of a historic Silla dynasty crown—once belonging to Korea’s ancient rulers—which sparked curiosity and admiration among attendees. Across the United States, social media reacted with memes lampooning the gift as Trump’s “royal coronation.”

K-Beauty Craze
The summit also highlighted South Korea’s booming beauty industry. Karoline Leavitt, White House press secretary, drew attention online when she shared her haul of Korean skincare products on Instagram, featuring face masks, cleansing oils, moisturizers, and “zero pore” pads.

A “K-Beauty Pavilion” at the event allowed delegates and visitors to experience the latest in Korean skincare technology, underlining Seoul’s efforts to expand its influence in the global cosmetic market.

Chimaek and Chip Deals
Nvidia CEO Jensen Huang, attending to announce plans to supply 260,000 advanced chips to South Korea, also embraced a local culinary favorite: chimaek, the pairing of fried chicken and beer. Huang dined with Samsung Chairman Lee Jae-yong and Hyundai’s Chung Eui-sun at Kkanbu, a restaurant popularized by the global hit series Squid Game. The meal quickly went viral, showcasing how food and business can intersect in South Korea.

Huang also tried somaek, a stronger drink made by mixing beer with the Korean spirit soju, joking that it left him a bit bleary the next morning.

K-Pop and Tradition on Display
Friday’s grand APEC welcome dinner offered another cultural highlight: a K-pop performance by megastar G-Dragon, who wore a traditional Korean “gat” hat, famously featured in the Netflix animated hit KPop Demon Hunters. The performance blended modern pop appeal with historical symbolism, captivating international guests.

Attendees, including China’s Xi Jinping and President Lee, also sampled makgeolli, a traditional Korean rice wine infused with yuzu, combining local culinary heritage with contemporary hospitality.

A Cultural Touch Beyond Diplomacy
From skincare and fried chicken to K-pop and historic crowns, the APEC summit in South Korea demonstrated that diplomacy doesn’t have to be all protocol and policy. The event offered a vivid reminder of how Korean culture—from centuries-old traditions to modern pop trends—can leave a lasting impression on the world stage.