IU, Choo Young-woo, Lee Joon-hyuk.. '2025 K-Expo' Shines

On August 28, 2025, the '7th Newsis Hallyu Expo' will be grandly held at the Lotte Hotel Crystal Ballroom in Sogong-dong, Seoul. This expo is establishing itself as an important platform to promote Korean culture and arts to the world. Actress IU is expected to receive the Minister of Culture, Sports and Tourism Award for her role in the Netflix drama 〈You’re Beautiful〉.

Additionally, actors Lee Joon-hyuk and Lee Joo-bin will each receive the Chairman of the Culture, Sports and Tourism Committee Award. Lee Joon-hyuk showcases the power of K-romance with his outstanding performance in SBS TV's 〈My Perfect Secretary〉, and is experiencing the peak of his career since his debut. Lee Joo-bin also gained significant attention through last year's hit tvN drama 〈Queen of Tears〉 and the movie 〈Crime City 4〉, and this year she has been cast as the lead in tvN's 〈Divorce Insurance〉, 〈Spring Fever〉, and KBS 2TV's 〈Twelve〉, receiving attention both domestically and internationally.

Actor Choo Young-woo and the K-pop group Kiki will be honored with the CEO Award from the Seoul Tourism Foundation. This award is given to the new faces of Hallyu, and Choo Young-woo has established himself as a rising star through the JTBC drama 〈Mr. Queen〉 and Netflix's 〈Severe Trauma Center〉, 〈Plaza〉. Meanwhile, Kiki has rapidly risen as a new icon of K-pop with their debut album's title track 'I Do Me', and they made history by being the first K-pop group to grace the cover of 'Ten Magazine USA' before their debut. Additionally, they ranked first in brand reputation among rookie idol groups for a month from March to June.

The Hallyu Expo was launched in 2019 with the goal of enhancing the sustainability of Hallyu and the competitiveness of the cultural industry, and it has garnered much anticipation every year. This event is hosted by the private telecommunications company Newsis, with support from the Ministry of Economy and Finance, the Ministry of Foreign Affairs, the Ministry of Culture, Sports and Tourism, the Seoul City Council, the Korea Creative Content Agency, and the Seoul Tourism Foundation. Awards for the corporate sector will also be presented separately, and the event will be broadcasted on the Newsis YouTube channel.