The Korean Cultural Center in Brazil confirmed on Friday, September 3, that it will open a new free exhibition titled "K-Pop Meets Traditional Korean Music" on September 8 on Avenida Paulista in Sao Paulo.
The exhibition was conceived by the National Gugak Center, the South Korean institution responsible for preserving the country's traditional music, and will remain open until November 8.
What visitors will see
The immersive show will feature traditional instruments including the gayageum, the haegeum and the janggu, along with centuries-old rituals and singing objects. Organizers said these elements appear in some of the most-watched performances in the world and will be presented alongside audiovisual content designed to bring audiences closer to Korean cultural heritage.
The gayageum is a plucked string instrument, the haegeum a two-stringed fiddle, and the janggu an hourglass-shaped drum, all central to traditional Korean court and folk music known as gugak.
The Dangsan Tree activity
Guests will also be invited to take part in the Dangsan Tree activity, in which they write their wishes on cards. The activity reproduces a communal practice from South Korea, where villagers traditionally gather around a sacred tree to make offerings and wishes for the community.
Live performance and workshops
The exhibition will run for two months in Sao Paulo and will include a traditional musical performance on September 13, featuring Brazilian groups specializing in gayageum byeongchang and samulnori, alongside hands-on workshops for attendees.
Visitor information
"K-Pop Meets Traditional Korean Music" runs from September 8 to November 8, 2026, at the Korean Cultural Center in Brazil, located at Avenida Paulista 460, ground floor, Edificio Pedro Biagi, in the Bela Vista neighborhood of Sao Paulo, near the Brigadeiro metro station.
The center is open Tuesday to Saturday from 10 a.m. to 6:30 p.m., and Sundays and holidays from 11 a.m. to 5 p.m. Admission is free and the exhibition is open to all ages.
The show is organized by the Korean Cultural Center in Brazil and the National Gugak Center, with sponsorship from South Korea's Ministry of Culture, Sports and Tourism and the Korean Foundation for International Cultural Exchange, known as KOFICE, as part of the Touring K-Arts project.
