SHINee’s Onew sparks frenzy as 16,000 Japanese visitors flock to KDAY in Tokyo

The Korean Wave evolves, moving beyond K-content and into everyday life

The Ministry of Culture, Sports and Tourism and the Korea Craft & Design Foundation (KCDF) said Monday that KDAY, a comprehensive Korean Wave event held in Tokyo on the 17th and 18th, wrapped up successfully, drawing more than 16,000 local visitors.

KDAY was organized as a special opportunity to introduce audiences in Japan to the broader world of K-lifestyle—including food, beauty and fashion—expanding beyond the Korean Wave’s traditional focus on popular culture and the arts. The event was designed to let visitors experience the values of everyday life in Korea, rather than simply consume its content.

The highlight was a hanbok fashion show featuring six leading Korean hanbok brands. Local visitors tried on hanbok and took commemorative photos with the participating models, enjoying a range of traditional culture. The fashion show on the 18th drew particular attention with the appearance of Onew, a member of popular K-pop group SHINee. When he took the stage wearing a hanbok he had chosen himself and showcased the distinctive beauty of Korean tradition, local fans greeted him with enthusiastic cheers.

The exhibition space was organized around three central themes: “Ways to wear tradition in everyday life today,” “Ways to manage and enrich your day,” and “Ways to express your personal taste.” Thirty-seven promising Korean lifestyle brands presented original design accessories and household goods, capturing visitors’ attention.

Hands-on programs that helped visitors enjoy Korean culture naturally in their daily lives also proved popular. A total of 23 sessions, including “Make a knot bracelet” and “Make your own scented pouch,” were held, and every session drew strong attendance, demonstrating the high level of local interest.

“We hope the K-lifestyle that people in Japan discovered and experienced through this event will go beyond simple curiosity and become deeply woven into their everyday lives,” a Ministry of Culture, Sports and Tourism official said.