"Not Latte, Real Milk!" Immersive Milk Exhibition Opens in Full Swing for World Milk Day

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June 1 each year is World Milk Day, a day when people around the world celebrate the nutritional value of milk.

To mark World Milk Day, the global dairy industry runs large-scale social media campaigns every year, including the "Milk Lovers Rally" and the "#RaiseAGlass" campaign, in which dairy farmers and consumers around the world share photos of milk toasts.

Korea is also joining this global celebration with a special win-win campaign this year. The Milk Promotion Committee and the National Agricultural Museum of Korea joined forces, held a grand opening ceremony on the 29th of last month, and followed it with successful pilot operations on the 30th and 31st. Their unusual experiential exhibition is now drawing strong attention as it opens to the public in full.

Rather than simply promoting milk consumption, the exhibition was designed to revisit the historical origins of Milk Day on June 1 and to highlight the unmatched freshness of domestic raw milk and its safe distribution system, which are very different from imported sterilized milk. Here is a closer look at the immersive exhibition "GO, GO! Today I'm Milk," where visitors become a drop of milk and embark on a spectacular journey from farm to table.

Q1. How did World Milk Day, observed every June 1, first come about?

Milk is the first food humans encounter after birth and a universal staple that supports health across all age groups. In 2001, the Food and Agriculture Organization of the United Nations (FAO) officially established the day to promote the nutritional value of milk worldwide and to recognize the importance of the global dairy industry, which supports more than 1 billion people.

Q2. Why was June 1 chosen from among so many dates? Is there a hidden backstory?

In fact, even before the FAO created the commemorative day, major dairy-producing countries in Europe and elsewhere were already holding milk festivals in late May and early June. The FAO chose June 1 as a day of global unity so that countries could carry on their existing festival traditions and create synergy around the world at the same time. This linked exhibition was also prepared with that festive spirit and the idea of mutual growth in mind.

Q3. What is the main event in Korea this year for World Milk Day?

The country's first children's immersive milk experience exhibition, "GO, GO! Today I'm Milk," jointly planned by the Milk Promotion Committee and the National Agricultural Museum of Korea, is the most distinctive event representing Korea this year. The exhibition, which opened to great enthusiasm on the 29th of last month, features a whimsical concept that lets visitors set aside their human identity for a moment and become a drop of fresh domestic milk.

Upon entry, visitors put on a milk crown headband, a cute crown-shaped effect that appears when a drop of milk falls, and begin their journey by transforming into real milk. The exhibition presents the three-day journey from freshly milked raw milk on the farm to the consumer's table in a storytelling format, making it a signature milk festival in Korea.

Q4. What kinds of hands-on spaces and content are prepared inside the exhibition hall?

The exhibition follows an exciting exploration course based on the three-day journey of milk. In the "farm" zone, visitors learn vividly through multisensory content, including sight and touch, about the healthy environment in which dairy cows are raised and the natural process of raw milk production. In the following "processing" zone, the inspection, homogenization, pasteurization, and processing steps that raw milk goes through after arriving at the plant are turned into engaging interactive game content, allowing visitors to enjoyably learn how domestic milk is produced under strict and transparent quality control.

Q5. Can visitors also experience the exhibition's key theme, the cold chain system?

Of course. The biggest reason domestic milk clearly outperforms imported sterilized milk in freshness is this safe cold chain system. From the moment of milking to refrigerated distribution and finally to the supermarket shelf, children can physically run through the entire process and experience how temperature is carefully maintained. Through this, they naturally come to understand why the domestic milk we drink every day is so safe and fresh.

Q6. It sounds like a space for children. Would adults enjoy it too? I would also like to know the exhibition period and exact location.

Even adults from the "back in my day" generation can recharge their sense of wonder here when they visit with their children. It is the perfect healing space. The exhibition is being held at the Children's Museum of the National Agricultural Museum of Korea, on the first floor of the education building at Culture Space ON.

After successfully completing its official opening and pilot run on May 29, the exhibition will continue as a long-term project from June 2 through December 31, 2027, making it easy for the whole family to visit at any time. Admission is free, and visitors receive a cute milk crown gift upon entry. The museum is closed every Monday, and guests are welcome between 10 a.m. and 6 p.m.

Q7. I heard an SNS verification event with generous premium prizes is being held to celebrate the opening. Could you explain the details?

The "Milk Exhibition Hall SNS Verification Event" runs through Sunday, June 21, offering a great chance to make your home cafe dreams come true. Follow the Milk Promotion Committee's SNS channels, upload a verification photo with the required hashtags, and submit your entry on the "Milky House" website. Please refer to the integrated table below for details.

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In one line: As Korea's first immersive storytelling exhibition, the milk exhibition is introducing the unique freshness of domestic raw milk and the vivid value of the dairy industry to the public in a friendly way, setting it apart from imported sterilized milk.