The ASEAN-Korea Center officially opened the Seoul ASEAN Hall on Friday, launching a new cultural hub designed to strengthen ties between Korea and Southeast Asian nations. The opening ceremony coincided with ASEAN Day, which marks the 58th anniversary of the Association of Southeast Asian Nations. The inaugural event featured an exhibition titled "Fruity Fruit: Colorful Days in Southeast Asia," offering visitors a unique glimpse into the rich cultural heritage of the region.

Located on the first floor of the Korea Press Center, the Seoul ASEAN Hall serves as a multipurpose exhibition venue aimed at highlighting cooperation across culture, tourism, and economic sectors. The facility focuses on strengthening relationships between Korea and all 10 ASEAN member states: Brunei Darussalam, Cambodia, Indonesia, Laos, Malaysia, Myanmar, the Philippines, Singapore, Thailand, and Vietnam. According to the ASEAN-Korea Center, all member states actively participated in planning and executing the exhibitions and programs.

The new location represents a significant upgrade from the center's previous setup. Since 2009, the ASEAN-Korea Center had maintained only a small information corner on the eighth floor of the same building. ASEAN-Korea Center Secretary-General Kim Jae-shin explained during his opening remarks that the move to the more accessible first floor signals a commitment to increasing public visibility and providing greater access for all visitors.

"The Seoul ASEAN Hall is an open space designed to introduce the rich cultures of the ASEAN region to the Korean public and to foster future-oriented cooperation based on mutual understanding," Kim stated during the ceremony. He expressed his hope that the space would serve as a key platform for ASEAN-Korea collaboration and help Korean visitors engage more closely with Southeast Asia's rich cultural resources while deepening their understanding of the region.

The facility is divided into two main areas: a permanent exhibition space showcasing cultural and tourism assets from ASEAN countries, and a special zone dedicated to rotating thematic exhibits. The inaugural exhibition, "Fruity Fruit: Colorful Days in Southeast Asia," will run through February 13 and offers visitors a sensory exploration of daily life in Southeast Asia through the creative motif of tropical fruit.

The exhibition concept reflects the evolving relationship between Korea and Southeast Asia. Once viewed as exotic and rare, Southeast Asian fruits have become commonplace in Korean markets, symbolizing the growing trade and cultural exchange between the regions. The ASEAN-Korea Center explains that the exhibition uses fruit as a metaphor for bridging tradition and modernity, as well as locality and universality, through carefully curated artworks, traditional crafts, lifestyle items, and digital media sourced from across the ASEAN region.

The opening ceremony drew significant attention from diplomatic and cultural communities. Senior officials from Korea's Ministry of Foreign Affairs attended alongside ambassadors and representatives from all ASEAN member states. The event also welcomed leading figures from both cultural and business sectors, highlighting the multifaceted nature of ASEAN-Korea partnerships.

The Seoul ASEAN Hall maintains regular public hours, operating Monday through Friday from 9:00 a.m. to 6:00 p.m. The facility remains closed on national holidays to accommodate staff and maintenance needs. This new Seoul location joins the existing Jeju ASEAN Hall at the Jeju International Peace Center, which opened in 2022, expanding the network of cultural exchange venues between Korea and Southeast Asian nations.