The Embassy of the Republic of Korea and the Korean Cultural Centre UK cordially invite you to the ‘K–CULTURE FORUM’. Dr. Seunghye Sun, Director of the Korean Cultural Centre UK, drawing on her firsthand experience of Hallyu and soft power, proposes a fresh approach to creating cultural heritage through digital aesthetics. Seungkyu Ryan Lee, co-founder of the Pinkfong Company behind the global phenomenon ‘Baby Shark,’ shares insights into capturing the hearts of the Beta Generation and the future of digital cultural content. Dr. Dobin Choi from Leiden University, the Netherlands, explores how Korean aesthetics, informed by Korean and comparative philosophy, could significantly contribute to the new cultural heritage of the digital era.