Hallyu Con is a platform dedicated to sharing, showcasing, and celebrating the Korean Wave (Hallyu) in all its forms. Its mission is to create a welcoming and inclusive space where Korean culture enthusiasts can connect through immersive events, share their experiences, and build meaningful community. Hallyu Con was founded by Lashai Ben Salmi, reflecting her strong commitment to cultural connection and youth empowerment. She is a leading voice in Hallyu, entertainment, and personal development, promoting global cultural exchange through Korean culture. Under her leadership, Hallyu Con has become one of the UK’s top platforms for celebrating Korean creativity, pop culture, and community. Lashai’s work has been featured in The Korea Times, Korea.net, where she received an award from the First Lady of Korea, BBC Korea, Yonhap News, and the BBC Radio 1 series “K-Pop: A Stan Story”, where she appeared as a Hallyu expert, among other outlets. 

Hallyu Con 2025 took place on Nov 21 at Samsung KX in London, UK, with the support of the Korean Cultural Centre UK (KCCUK) and the Korea Tourism Organisation (KTO). Celebrating its fifth anniversary, the event brought together fans of Korean culture for immersive experiences and exclusive collaborations. The programme featured a wide range of performances and panel discussions highlighting various aspects of Korean culture beyond K-pop, including K-dance, K-beauty, K-food, and K-art, and showcased artists such as the band RITO, featuring members Edith and Seayool, among many others.

Below are excerpts from an email interview with Lashai Ben Salmi on Dec 2-4, in which she discusses the founding of Hallyu Con, how Korean culture became a part of her life, and Hallyu Con 2025.

1. Why did you start Hallyu Con?

Hallyu Con was founded out of a deep desire to create a meaningful cultural bridge between the United Kingdom and Korea. As a multi-cultural individual who grew up inspired by global relations, storytelling, music and the connective power of culture, I saw very clearly that Hallyu was doing something extraordinary, bringing people from every background together and reshaping how the world understands Korea.

Due to my work and background as an award-winning UN Women UK delegate, appointed Distinguished Korean Wave representative on behalf of the Korean Cultural Centre UK, international education Adviser, TEDx speaker, Amazon best-selling author, international speaker and creator, I wanted to create a platform that honoured that impact while giving British enthusiasts a safe space that was educational, aspirational and community-centred. Hallyu Con was never just meant to be another event; it was meant to be a cultural home.

2. How did it first begin, and what was the hardest part about starting it?

We launched Hallyu Con in 2020, in the aftermath of a global lockdown, when people were craving connection more than ever. Our first iteration was held entirely online, a bold choice at the time, but it allowed us to unite tens of thousands of people across the UK and beyond. We launched with the support of various Korean Government entities (such as KCCUK and KOFICE).

The most challenging part was establishing legitimacy as a new organisation working at the intersection of culture, diplomacy and entertainment. We were ambitious, and we wanted to position Hallyu Con not just as a fan event but as a respected cultural institution with meaningful partnerships. Building trust with stakeholders, artists and government-linked institutions took time, consistency and a clear vision.

But that foundation is precisely what enabled us to grow into one of the UK’s leading Hallyu platforms today. Since our conception with quite meaningful collaborations and projects, such as ‘’K-pop: A stan story’’ produced by BBC Sounds, The Independent, Genesis, Sky, SM Entertainment, Korea Times, Kocowa, Kocca, to name a few.

3. How did Korean culture become part of your life?

Korean culture became part of my life in my late tweens/ early teens, initially through K-dramas but quickly through a much deeper curiosity about the country’s history, values and creative industries. What resonated most was the emphasis on resilience, creativity, community and innovation, qualities that reflected my own upbringing and aspirations.

As I learned more, I found myself inspired by Korea’s remarkable story: a nation that transformed itself through sheer determination, imagination and unity. That inspiration ultimately shaped my academic interests, my career in cultural diplomacy and the founding philosophy behind Hallyu Con. Due to my work and deep passion for this space, I authored ‘’A Familiar Aura,’’ an Amazon best-selling book that has gone viral, with many fans anticipating it being turned into a K-drama.

4. What makes Hallyu Con different from other Hallyu/K-pop events in the UK?

Hallyu Con is unique because it blends culture, education and diplomacy under one umbrella. We are not just entertainment-focused; we are mission-driven.
We work directly with embassies, cultural institutions, policymakers, global brands and creatives to ensure that every programme we deliver strengthens UK-Korea relations in a meaningful, future-focused way. We spotlight not only artists, but also scholars, industry professionals, diplomats and thought leaders. Our attendees often describe Hallyu Con as a place where they not only celebrate the culture they love, but also gain a deeper understanding of Korea’s history, values, soft power and global influence. That combination makes us distinctive in the UK landscape.

5. 2025 marks the 5th anniversary of Hallyu Con. How do you think it has impacted the UK’s Korean culture community over these five years?

Over the past five years, Hallyu Con has become a central hub for connection, education and growth. We have helped expand cultural literacy in the UK, supported the rise of emerging Korean creatives, and fostered cross-cultural dialogue at a time when Korea’s soft power is stronger than ever.

We have also provided opportunities for British fans to engage directly with institutions such as the Korean Cultural Centre UK, the Korean Embassy, leading entertainment companies (our team were one of the organising bodies behind SM Town's 30th Anniversary show here in London, at the O2) and Korean brands entering the European market. Our platform has amplified visibility for Korean culture in ways that strengthen both grassroots communities and diplomatic engagement. Earlier this year, my co-founder and I were invited, as guests of Dr Sun, Director of the Korean Cultural Centre UK, to a private diplomatic luncheon with politicians from Korea to discuss the impact and future of Hallyu here in the UK.

6. What were you most excited for attendees to experience this year?

This year, I was most excited about the expansion of our cultural and diplomatic programming. We opened the event with remarks from distinguished speakers, Dr Sun, Director of the Korean Cultural Centre UK and MP Kyung-Jong Mo. We also highlighted creative innovation, Korea’s global impact: K-fashion, K-cuisine, K-beauty and industry opportunities, areas that I believe will shape the next decade of UK-Korea cooperation.
We also saw incredible participation from artists, creators, scholars and partners, which allowed attendees to experience Korea through multiple lenses: art, policy, entertainment, business and community building.

7. Which moment from Hallyu Con 2025 stands out as your favourite? Why?

One moment that truly stood out was witnessing young attendees experience Korean food (Little Korea, Bibigo, Jongga, Milkis), fashion, and engage directly with our panellists, policymakers and cultural leaders during our programme. Seeing that inter-generational and cross-cultural exchange come to life was incredibly moving.
It reminded me why we built Hallyu Con: to create a space where culture brings people together in ways that are transformative, empowering and genuinely impactful.

8. When you first launched Hallyu Con, did you imagine it would grow into one of the UK’s leading Korean-culture events?

I had a strong vision from the beginning, but the scale of what we have achieved, the partnerships, the impact, the global recognition, the cultural influence, has definitely exceeded even my expectations.
What I did believe, and still believe, is that when an initiative is rooted in purpose, community and authenticity, it has the capacity to grow into something much larger than itself. Today, Hallyu Con stands as one of the UK’s leading platforms for Korean culture, and I am deeply grateful to everyone who has contributed to that journey.

9. What are your plans for the next Hallyu Con?

Looking ahead, we are entering a new phase of expansion. Our next edition will deepen our focus on cultural diplomacy, K-pop, creative technology, entertainment, youth exchange, language learning and industry collaboration. We aim to build an even stronger bridge between the UK and Korea, with programmes that benefit both communities.

We are also exploring partnerships across Europe, the UAE and Asia, recognising that Hallyu’s influence is global and that the appetite for more meaningful engagement is increasing rapidly. Our goal is to ensure that Hallyu Con continues to evolve, innovate and elevate the narrative of Korean culture worldwide. Looking ahead, Hallyu Con x Ouri Insights is preparing a dynamic lineup of new projects that highlight its growing influence in Korean cultural exchange. 

Among the notable upcoming launches is the ‘’Milkis & Tell’’ dating show, developed in collaboration with Lotte’s beloved Milkis brand. The initiative also includes the ‘’Hallyu Leaders & Experts’’ series, featuring respected figures such as Hojin Kwon, Judy Joo, and Kyoungwon Kim (Deputy Director General of the National Assembly of the Republic of Korea), among others. In addition, the partnership will introduce ‘’Discover Korea: Hallyu & Beyond,’’ a 14-day immersive cultural journey across Korea created with The Dragon Trip. 

Further expanding its media footprint, Hallyu Con is launching a dedicated editorial series with The Korea Times, alongside the upcoming release of the ‘’A Familia Aura Book and Drama.’’

Hallyu Con keeps inspiring, bringing people together, and highlighting the diversity of Korean culture for people across the UK.