K-Lifestyle Goes to Riyadh: Korea Village Opens in Boulevard World
Creatrip Team
4 months ago
Lee Hyun-ji, CEO of The Week & Resort, has been named the official Korean partner for the new “Korea Village” at Boulevard World in Riyadh — a permanent K-lifestyle experiential zone showcasing Korean beauty, fashion, design and F&B brands. Boulevard World is a major global lifestyle and entertainment destination in Riyadh visited by millions. Lee, who transformed The Week & Resort into Korea’s first “lifestyle resort” and successfully developed and sold other branded hospitality projects, will lead planning, branding, operations and sourcing for the project through her company Daeko Development. The Korea Village is run in partnership with Saudi and UAE-based media and entertainment group FAYRA Media, whose CEO Nashwa Al-Ruwainey is a highly influential regional figure. The agreement marks a rare direct contract between a Korean lifestyle firm and a major Middle Eastern media-entertainment group and is seen as a new model for expanding Korean lifestyle businesses into the Middle East, aligned with Saudi Vision 2030. As a permanent (not popup) zone, Korea Village aims to help Korean brands establish long-term presence in the region and could help position Riyadh as a K-lifestyle hub in the Middle East.
