WIN EXPO 2026 – A Global Open-City Collaboration for Living Heritage
Aug 01, 2025
Beginning in 2026, the World Intangible Heritage Network (WIN) will inaugurate a new chapter of global cooperation through the WIN EXPO 2026 – A Festival of Living Heritage Opening the Future of Cities.
This initiative marks the integration of IP-WIN and PRE-WIN under a single framework — an open, city-to-city collaboration model connecting local festivals across Korea and beyond.
Rather than centering on a single host city, the WIN EXPO will embrace collaboration among multiple participating municipalities in the Seoul metropolitan area and other interested local governments nationwide. Each participating city will link its own heritage festival with the broader WIN EXPO platform, highlighting the diversity and creativity of its communities.
Ⅰ. Vision and Significance
WIN EXPO 2026 aims to transform the way cities celebrate and cooperate through intangible heritage.
Under the theme “Echoes of Living Heritage – Culture, Empathy, and Peace,” the Expo will integrate traditional arts, digital innovation, and sustainable practices into a unified cultural platform.
By connecting local festivals — from Suwon’s Hwaseong Cultural Festival to Incheon’s Neungheodae Festival, Gwangmyeong Nongak Festival, and others — the WIN EXPO will create a living network of urban culture that transcends administrative boundaries and fosters shared global citizenship.
The project positions Korea as an emerging hub of living heritage, creative technology, and cultural diplomacy, preparing the path toward WIN 2028 – The World Intangible Heritage Grand Festival.
Ⅱ. Core Programs
This initiative marks the integration of IP-WIN and PRE-WIN under a single framework — an open, city-to-city collaboration model connecting local festivals across Korea and beyond.
Rather than centering on a single host city, the WIN EXPO will embrace collaboration among multiple participating municipalities in the Seoul metropolitan area and other interested local governments nationwide. Each participating city will link its own heritage festival with the broader WIN EXPO platform, highlighting the diversity and creativity of its communities.
Ⅰ. Vision and Significance
WIN EXPO 2026 aims to transform the way cities celebrate and cooperate through intangible heritage.
Under the theme “Echoes of Living Heritage – Culture, Empathy, and Peace,” the Expo will integrate traditional arts, digital innovation, and sustainable practices into a unified cultural platform.
By connecting local festivals — from Suwon’s Hwaseong Cultural Festival to Incheon’s Neungheodae Festival, Gwangmyeong Nongak Festival, and others — the WIN EXPO will create a living network of urban culture that transcends administrative boundaries and fosters shared global citizenship.
The project positions Korea as an emerging hub of living heritage, creative technology, and cultural diplomacy, preparing the path toward WIN 2028 – The World Intangible Heritage Grand Festival.
Ⅱ. Core Programs
| Program | Description |
|---|---|
| World Intangible Heritage Showcases | Performances by UNESCO-inscribed heritage troupes from 20+ countries, co-hosted with local festivals in each partner city. |
| Heritage-Tech Pavilion | Interactive exhibitions merging AI, AR/XR, and traditional arts — promoting culture-technology convergence. |
| International Forum: “Finding Our Roots” | Experts, policymakers, and communities discuss “Intangible Heritage and Urban Sustainability” and “Lineages of Heritage and Community Resilience.” |
| Open-City Cooperation Events | Collaborative programs where participating cities host joint performances, community exchanges, and youth projects under the WIN banner. |
| Youth & Citizen Participation | Global Youth Heritage Lab and citizen volunteer programs emphasizing inclusivity, creativity, and sustainability. |
Ⅲ. Strategic Goals
Promote urban cooperation through culture – enabling municipalities to co-host and co-design global heritage events.
Strengthen cultural sustainability – linking heritage with innovation, ecology, and education.
Build Korea’s international cultural identity – positioning the Seoul metropolitan region as a hub of global living heritage.
Encourage inclusive cultural diplomacy – expanding the participation of youth, NGOs, and creative industries.
Ⅳ. Operational Framework
| Category | Main Points |
|---|---|
| Participation | Voluntary and open; each city joins through its existing local festival program. |
| Official Approval System | Applications reviewed based on alignment with WIN philosophy of inclusiveness, creativity, and sustainability. |
| Sponsorship & Partnership | Collaborative funding among public/private entities; ESG and CSR partners acknowledged across media. |
| Sustainability & Ethics | Eco-friendly operations, use of local materials, and adherence to global ethical standards. |
| Digital & Media Platform | Unified digital channel (CM+TV) for promoting performances, interviews, and global outreach. |
Ⅴ. Future Direction and IAB Consultation
The WIN Secretariat will present the updated strategic roadmap and operational plan at the 6th International Advisory Board (IAB) Meeting in November 2025.
Discussions will include:
Expansion of inter-city partnerships and international cooperation
Sustainable sponsorship models and collaborative funding
Integration of digital heritage platforms and media diplomacy
These steps will lay the groundwork for WIN 2028, a global milestone for living heritage and sustainable cities.
Ⅵ. Partnership and Contact
Organizers: Culture Masters / Advocacy Alliance for Culture Masters (AACM)
Cooperating Cities: Metropolitan and local governments across Korea (open participation)
Supporters: UNESCO ICH NGO Forum, IAB Secretariat, KOCCA, regional foundations, cultural enterprises
Contact: culturemasters.1@gmail.com / +82-2-582-3350
Website: www.culturemasters.org
Video: WIN 2025–2028 Promotional Video
© 2025 Culture Masters. All rights reserved.
The WIN EXPO 2026 will serve as a collective platform where myth, memory, art, and sustainability meet — shaping the cities of the future through living heritage.