Walking into Landers Superstore in Arca South this week felt less like stepping into a membership store and more like crossing into a vibrant corner of Korea. From the warm aroma of sizzling spicy chicken to the aisles stacked with kimchi jars and shimmering K-beauty must-haves, the launch of the Korean Festival 2025 was nothing short of a sensory journey.
The morning opened with a ribbon-cutting ceremony led by His Excellency Sang-Hwa Lee, Ambassador of the Republic of Korea to the Philippines. Flanked by officials from the Korean Trade and Investment Promotion Agency (KOTRA) and special guests Jameson Blake and Empress Schuck, the ambassador warmly welcomed guests to what he described as “a celebration of friendship through food, culture, and everyday treasures.”
“This festival is more than an introduction to Korean products,” Ambassador Lee said in his message. “It is a bridge that connects Filipinos and Koreans in a way that is joyful, delicious, and meaningful.”
Inside the store, shelves overflowed with more than 700 items—from household favorites like Dong Won luncheon meat and Haitai biscuits to quirky finds such as BTS hot brew lattes and Toowomba chili paste. For fans of Korean pop culture, each product felt like a small window into a lifestyle they had only seen on screens.
Actor Jameson Blake, who mingled with shoppers during the launch, shared his own excitement. “I’ve always been curious about Korean snacks and beauty products, and seeing them all here in one place is amazing,” he said. “You can literally bring a bit of Korea home with you.”
But beyond consumer delights, the festival is a living showcase of the Korean wave, or Hallyu, that has long swept through the Philippines. K-dramas, pop idols, and beauty trends have found devoted audiences here, and now Landers is offering members a chance to experience it on an even more personal level.
The celebration doesn’t stop at store shelves. A roving caravan of interactive booths will travel to different Landers branches nationwide, bringing with it live tastings, travel showcases, and cultural activities. Kids, too, have their share of fun with K-pop–inspired stage shows scheduled in select branches throughout the month.
Deputy CEO Bill Cummings summed it up best during his speech, remarking that shoppers will not only discover authentic Korean products but also experience “how culture comes alive when it’s shared through flavors, music, and community.”
With discounts of up to 50 percent and special bundles both in-store and online, the festival also highlights Landers’ continued commitment to bringing global experiences closer to Filipino families.
The Korean Festival at Landers Superstore was clear that this wasn’t just another supermarket promo. It was a meeting point, where two cultures found common ground over good food, skincare, and the universal joy of discovery.
Landers’ Korean Festival 2025 runs until October the 19th across all 15 branches nationwide. For those who have long been swept up by the Korean wave, and for those simply curious about what makes it so irresistible, this festival offers a perfect chance to taste, touch, and take home a little piece of Korea.
