The success or failure of diplomacy is not solely determined in solemn meeting rooms. Sometimes, deep communication and trust can blossom in a heartfelt festival. A few days ago, President Lee Jae Myung and his spouse drew their bows at Mongolia’s ‘Naadam Festival’. Mongolian President Okhna Khurelsukh knelt before nine white banners (Gubalgui), symbolizing prosperity and peace, imprinting the image of Genghis Khan’s descendants. The presidential couple participated in archery, one of the festival’s three main events. Their wide smiles in festive attire, rather than formal suits, created a scene that will be remembered longer than any official document.

Naadam is a festival embodying Mongolia’s soul. Officially recorded since the 13th century under Genghis Khan, it blends military training for tribal unity with nomadic culture. In 1921, it merged with Mongolia’s Independence Day, becoming the nation’s largest festival. Designated as a UNESCO Intangible Cultural Heritage in 2010, it has become Mongolia’s most powerful cultural language.

The reason for inviting the South Korean presidential couple to the heart of this festival is intriguing. According to Mongolia’s statistics agency, among approximately 950,000 foreign visitors to Mongolia in 2025, South Koreans ranked third after Chinese and Russian tourists. China and Russia share borders with Mongolia, so their visitors include a significant proportion of business and lifestyle travelers who cross frequently. In contrast, South Korea is the core inbound market with the highest tourism consumption tendencies. Combining the state visit with Mongolia’s largest festival was a strategic choice targeting both cultural diplomacy and tourism marketing.

As K-Culture gains global love, South Korean diplomacy stands at a new turning point. It is time to reflect on whether we remain confined to familiar frameworks, such as inviting K-pop stars or performing in yellow traditional uniforms. South Korea has numerous festival contents that tell unique stories and offer fun, such as the ‘Royal Culture Festival’—popular among foreigners—the ‘Mysterious Sea Road Festival’ in Jindo and Muchangpo, rarely seen abroad, and the ‘Daegu Chicken and Beer Festival’ combining chicken and beer.

This is an era where ‘protocol’ is also a diplomatic competitive edge. Instead of being bound by procedures and formalities, let’s explore clever ways to utilize existing festival resources. What makes Korea more beautifully remembered might not be a strict meeting room but a vibrant festival scene.

Published Date:2026-07-21