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Mexican state of Nuevo León to host ‘Korea Week,’ K-pop festival during 2026 World Cup

Published: 10 Apr. 2026, 22:51 Updated: 10 Apr. 2026, 22:58

SEO JI-EUN
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Maricarmen Martínez, minister of tourism for Nuevo León, delivers a presentation on the Mexican state’s tourism and its role as a host for the 2026 World Cup at the Lotte Hotel Seoul in Jung District, central Seoul, on Friday. [SEO JI-EUN]

The state government of Nuevo León, Mexico, will designate a special “Korea Week” in June to coincide with Korea's World Cup appearance in Monterrey, featuring a large-scale K-pop and K-food festival to welcome traveling fans.

“Our governor has given special instructions to prepare a unique experience for Korean fans,” Maricarmen Martínez, minister of tourism for Nuevo León, said through an interpreter during a Mexico tourism promotion event at the Lotte Hotel Seoul in central Seoul on Friday. “We are planning a ‘Korea Weekend’ around the match date, where visitors can enjoy K-pop performances and authentic Korean food in the heart of Monterrey.”

The Korean national team is scheduled to play at least one match in Monterrey on June 24.

The state’s push for cultural exchange is backed by high-level business diplomacy.

Irene Muñoz Trujillo, director-general of FideFifa — the state body overseeing World Cup preparations — told the Korea JoongAng Daily that the state delegation is currently in Seoul for a weeklong visit to meet with major business partners, including Hyundai Motor and Kia, as well as leading K-pop agencies.

“We are currently in talks with several K-pop agencies, including HYBE, to scout talent for the K-pop festival,” Muñoz Trujillo said.

She added that while nations such as Sweden and South Africa will also compete in Monterrey, Nuevo León is planning dedicated cultural festivals for Korea and Japan, citing the deep economic ties between the regions.

Addressing longstanding safety concerns for travelers to Mexico, Martínez detailed specific security protocols.

“We have the best police force in all of Mexico, the Fuerza Civil,” Martínez said. “Our security measures are excellent, utilizing advanced equipment, including Black Hawk helicopters and Black Mamba tactical armored vehicles.”

Martínez emphasized that the state is investing heavily to ensure a secure environment, strictly adhering to FIFA’s “Last Mile” security protocol, which establishes a comprehensive safety perimeter around the stadium.

“While other host cities like Mexico City may face their own challenges, Nuevo León is the best-prepared and safest destination for the tournament,” she added.

The economic link between Korea and Nuevo León is already substantial.

The state is home to a major Kia manufacturing plant and more than 150 Korean supplier companies, according to Martínez. To accommodate the expected influx of fans, the state is promoting the direct Aeroméxico flight between Incheon and Mexico City, with a total travel time of approximately 13 hours.

“With our vibrant nightlife, Michelin-starred cuisine, and the breathtaking Sierra Madre mountains, Nuevo León offers an ‘all-in-one’ tourism experience,” Martínez said. “We are ready to show Korean fans the true meaning of Mexican hospitality.”

BY SEO JI-EUN [[email protected]]