From soap operas to cinema, fine art to video games, kalbi to Michelle Wie, the pop-culture world has gone ga-ga for all things Korean. With today's fifth annual Korean Festival, Koreans and non-Koreans alike are invited to delve — and dine — even deeper into one of Hawai'i's more influential cultures.

Today's event is at Kapi'olani Park (see box, right).

"Even though Koreans assimilate very well wherever they go, a lot of second- and third-generation Koreans still hold on to their cultural roots," says event organizer Rex Kim. "This is true of a lot of ethnic groups."

"This event is an opportunity to show off our culture and the pride we have in our culture," he says.

The opening ceremony gets underway at noon, followed by a traditional coming-of-age tea ceremony presented by tea masters from the Myung Won Cultural Foundation. Other highlights include a Korean youth singing contest, a Korean cultural exhibit, Korean and local product vendors, a photo booth featuring traditional hanbok garb, cooking demonstrations, Xtreme Fun Inflatables for kids and a pro golf auction.

Stage performances, including Korean dance, hula and taekwondo demonstrations, will take place throughout the day.

The event, which got a boost in 2003 with the 100th anniversary of the arrival of Koreans in Hawai'i, has grown over the past four years, due in no small part to the abundance of food available for purchase. This year's festival features alluring eats from some 20 restaurant and community-group vendors.

For those with even heartier constitutions, there is also the return of the kim chi-eating competition — a contest of flaming gastronomic will. There's a trophy for the winner and prizes for each participant.

But, wait, there's more:

"Everybody leaves with kim chi breath," Kim says, chuckling.

Reach Michael Tsai at mtsai@honoluluadvertiser.com.