In a world shaped by speed, division, and fleeting trends, we must ask ourselves: what truly endures?
The answer, I believe, lies in heritage—not as nostalgia, but as a compass. The World Intangible Heritage Network (WIN) is born of this belief. It is not simply a festival. It is a call to reimagine culture as a living force that connects humanity, empowers communities, and responds to the challenges of our time.
For too long, the bearers of intangible heritage—those who carry stories, songs, rituals, and crafts in their hands and hearts—have remained in the margins of global recognition. They are not athletes chasing gold medals, yet they hold the keys to our shared resilience. Their art is not broadcasted in prime time, but it sustains the soul of civilization.
WIN was created for them—and for all of us.
Culture Beyond the Stage: A Global Movement of Meaning
In recent years, Korean culture has captivated the world—not only through entertainment but through its deep emotional resonance, rooted in tradition and community. This success is not a trend; it is a signal. Around the world, there is a growing hunger for community-based traditions, for stories that carry memory, identity, and belonging.
The WIN Project rises to meet this moment.
It is a multi-year, multi-nation initiative that transforms the way we engage with intangible cultural heritage (ICH). It is not a single event, but a movement—rooted in intergenerational exchange, cultural diplomacy, and shared creativity. From performances and forums to contests and global alliances, WIN positions heritage not as something of the past, but as a resource for the future.
A Civic Platform, Not Just a Cultural Event
What makes WIN unique is its structure. It is built upon four foundational pillars:
Festival – A curated celebration of global traditions, featuring UNESCO-inscribed elements and dynamic collaborations between tradition-bearers and K-culture artists.
Contest – A creativity and artistic value-centered competition that honors both artistic skills and innovation across ICH domains like music, ritual, and craftsmanship.
Forum – Global dialogues linking ICH with urban development, climate action, digital inclusion, gender equity, and the SDGs.
Network – A growing global alliance of ICH practitioners and communities, supported by a digital platform for continuous collaboration.
Each element of WIN is designed not only to showcase—but to uplift. To mentor, connect, and build capacity. To restore dignity where it has been lost, and imagination where it has long been absent.
From Korea to the World: The Road to 2028
The WIN journey begins in Korea—home to vibrant living traditions and the birthplace of the “K-wave.” But it is not a national project. It is a planetary one.
Through IP-WIN in 2025, PRE-WIN pilots in 2026, regional labs in 2027, and the full-scale WIN Festival and Contest in 2028, this initiative will travel across borders—carrying with it the shared heartbeat of humanity’s living legacy.
It is a platform for mutual respect. For continuity in the face of crisis. For innovation rooted in memory.
Culture as a Strategic Force
WIN is not a decorative showcase. It is a strategic cultural response to global needs.
In alignment with the United Nations Sustainable Development Goals, WIN promotes:
Quality education through heritage-based pedagogy
Gender equity by recognizing female tradition-bearers
Decent work by empowering heritage economies
Social inclusion through intergenerational exchange
Sustainable cities by anchoring culture in urban development
In doing so, WIN repositions culture—not as ornament, but as infrastructure. Not as spectacle, but as solution.
An Invitation to the World
Today, the world does not need more division. It needs more dialogue.
It does not need more speed. It needs more substance.
This is what intangible heritage offers: a slow, meaningful rhythm in a fast, fragmented world. A way to listen across time. A way to build not only cultural events, but cultural ecosystems.
To our partners around the globe—governments, institutions, artists, educators, and everyday citizens—we extend this invitation:
Join us in celebrating the living spirit of humanity.
Stand with us to protect it.
And walk together—so that we do not only go fast, but go far.
The WIN Project is not only about safeguarding heritage.
It is about shaping the future—together.