The European External Action Service (EEAS) is organising the EU's Restaurants Week in Seoul, an event designed to showcase the diversity of European cuisine and culture. The initiative, announced in a press release on 6 July 2026, aims to bring the colours and tastes of Europe to South Korea's capital through participating restaurants offering special menus.
The event is part of broader EU cultural diplomacy efforts in Asia, where the EEAS and EU delegations frequently organise food festivals, film weeks, and cultural exchanges to strengthen ties with local populations. By highlighting European gastronomy, the EU seeks to promote its cultural heritage and foster people-to-people connections. The Restaurants Week in Seoul follows similar initiatives in other Asian cities, such as the EU Food Festival in Tokyo and European Film Week in Beijing, which have been used to enhance the EU's soft power in the region.
The impact of the event is expected to be moderate for participating restaurants, which may see increased patronage and media attention. For South Korean consumers, it offers an opportunity to explore European culinary traditions, potentially boosting interest in European food products. The initiative also supports EU exporters of food and beverages by raising brand awareness in a key Asian market. However, the event's reach is limited to Seoul and may not significantly affect broader EU-South Korea trade relations. The EEAS has not disclosed the number of participating restaurants or the duration of the week, but similar events typically involve 10-20 establishments over a week-long period.