‘Soft Power in South Korea’ - Part Two

As we said at the beginning of the previous article, our company history is increasingly enriched thanks to the intercultural bridge that Tenute d'Italia has created. The Asian markets have been a source of great inspiration and challenges, which we have gradually managed to overcome thanks to the synergies created with people in the region and in the market.

We had the honour of being part of supporting the South Korean Soft Power by sponsoring major events in the country. 

Sport

Earlier this year we were present at a sporting event, which we have already mentioned. World Table Tennis Championships in Busan.

Fashion

In recent weeks, our Korean customer BM's International in cooperation with us sponsored The 2025 S/S Paris Fashion Week HEILL fashion show. What are we talking about?

HEILL is a haute couture ready-to-wear brand founded in 2012 by Korean designer Heill Yang. Based in Seoul, the brand is distinguished by a cosmopolitan style that combines the elegance of French couture with elements of Korean ‘Minhwa’ folk art. HEILL is known for its modern design, refined silhouette and high quality materials. Regularly participating in Paris Fashion Week, HEILL continues to promote a style that reflects a cultural fusion of East and West and a strong focus on quality and detail. 

Entertainment

On 6 October, we attended the Busan International Film Festival in South Korea. (Asia Contents Awards & Global OTT Awards - ACA, & G.OTT) as the official sponsor of this event. Organised since 2019, this event highlights the quality and diversity of content available on both traditional and OTT (Over-the-Top) platforms, such as Netflix, Tencent and Disney+. The awards have expanded from recognising mainly Asian works to global works in various categories, including Best OTT Original, Best Creative and individual awards.

The role of the ACA and G.OTT in ‘soft power’ is substantial. By promoting Asian cultural narratives and values globally, these awards support the reach of Asian media, helping countries such as South Korea, Japan and China strengthen their cultural influence through entertainment. Recognising excellence in global streaming content enhances the cultural export of these countries, reinforcing the importance of ‘soft power’ by creating connections through popular and recognisable media.

Many prominent personalities from the entertainment industry stopped by our booth and we had the honour to showcase our products and talk about how Tenute d'Italia actively contributes to the fusion of our cultures.

Some links to see contents of the above

ACA & G.OTT