The Ministry of Culture, Sports and Tourism, alongside the Korea Creative Content Agency (KOCCA), managed a Korea 360 promotional booth at 'Dubai GameExpo 2026', which took place in Dubai, UAE, from June 4 to 7.

The initiative was aimed at expanding opportunities for Middle Eastern consumers and industry insiders to engage with domestic content, while simultaneously boosting the local profile of the Korea 360 space at Dubai Festival City Mall to drive sales and export growth.

KOCCA hosted an interactive space featuring titles such as STEPIN, ULTIRACER, and PUBG Mobile, alongside various VR experiences. Beyond the gaming, they showcased Korean lifestyle staples including cosmetics and food. The event saw a total footfall of 40,000, with 25,000 of those visitors stopping by the Korea 360 booth.

To nudge visitors toward the physical Korea 360 store in Dubai Festival City Mall, the agency ran a series of missions involving content demos, product purchases, and store visits. Roughly 1,800 people participated, resulting in a notable uptick in subscribers for the Korea 360 online channels.

Park Young-il, head of the KOCCA UAE Business Center, remarked, "Participating in Dubai GameExpo 2026 provided a meaningful touchpoint for Middle Eastern consumers to experience K-content and Korean lifestyle products together." He added, "We will continue to leverage Korea 360 as a base to support K-content’s expansion into the Middle East and strengthen our global networks."