South Korean Ambassador to the Philippines Sang-Hwa Lee led the launch of the Landers Korean Festival 2025 on Sept. 24 at Landers Superstore in Arca South.
The event, which runs through Oct. 19 across all Landers branches nationwide, features more than 700 Korean products, including snacks, beverages, pantry staples, beauty items, and fashion and lifestyle goods. Shoppers are offered discounts, with some items priced below P100, alongside cultural activities highlighting Korean food and traditions.
Lee was joined at the launch by actor Jameson Blake, actress and celebrity mother Empress Schuck, Landers deputy CEO Bill Cummings, KOTRA Manila Trade Center director Sujeong Lee, Korean Embassy commercial attaché Taehyung Kim, and KOTRA Manila deputy director Yunhwan Kim.
“This festival is more than an introduction to Korean products,” Lee said. “It is a bridge that connects Filipinos and Koreans in a way that is joyful, delicious, and meaningful.”
Inside the store, shelves displayed Korean brands ranging from Dong Won luncheon meat and Haitai biscuits to BTS hot brew lattes and Toowomba chili paste. K-pop and K-drama fans explored food and beauty products often associated with the so-called Korean wave, or Hallyu, which continues to enjoy a strong following in the Philippines.
The Korean Festival 2025 is part of Landers’ effort to bring global trends closer to Filipino households, coinciding with the growing popularity of Korean culture in the country.
