Small moments tend to linger—the laughter around a family dinner table or that first bite of a street snack you've never tried—more than any iconic landmark, Eun‑mi Kim, director of the California Tourism Board's Korea office, said in her opening remarks at a Family Month media event.
Instead of opening with cold statistics or a checklist of sights, Kim started with the texture of memory. Her point was simple: trips don’t stop at the destination—they follow us home and turn up again at our tables.
The California Tourism Board and the California Dairy Association hosted a media and influencer event under the "Golden Spring" theme, a playful nod to the Golden State. The day began with California-inspired activities like make-your-own bouquets, then moved into presentations, a cooking demo by celebrity chef Sam Kim, and a relaxed lunch service.
During the presentation, organizers highlighted three reasons to put California on your travel radar this year.
First: the 2026 FIFA World Cup in North America. Running June 11 through July 19, California will be a key host — SoFi Stadium in Los Angeles will stage eight matches and Levi's Stadium in San Francisco will host six. If South Korea finishes second in Group A and advances, the Round of 16 could be held at SoFi Stadium, which is likely to draw interest from Korean travelers.
Second: the 100th anniversary of Route 66. Launched in 1926, the historic road once connected Chicago to Santa Monica, spanning about 2,400 miles (roughly 3,860 km). California covers about 13% of that route — around 315 miles (507 km) — so the legendary road trip’s final chapter unfolds in California.
Third: the full reopening of Highway 1, the Pacific Coast Highway. Long-closed segments caused by geological issues have been repaired, so the entire coastal route, including Big Sur, is drivable again. As one of the world's most scenic coastal drives, it’s expected to revive demand for family road trips.
Speakers also shared practical ways to save on travel: take advantage of free attractions, visit theme parks during off-peak times, and book online in advance. Family-friendly destinations recommended included the culture-rich city of Pasadena and the desert oasis of Greater Palm Springs.
The event’s standout moment was Sam Kim’s cooking demo. He prepared beef tacos using California Monterey Jack and Colby Jack cheeses and kept the recipe simple so attendees could recreate it at home. He marinated sirloin in cilantro, jalapeño, garlic, soy sauce and gochugaru, grilled the meat, and finished the tacos with avocado, sour cream and a squeeze of lime.
The recipe’s inspiration came from LA’s late‑night taco trucks. "After work, past midnight, the only places open were taco trucks or a noodle shop," he recalled. "I loved the scene of people lining up at the trucks — that’s how I fell in love with tacos." He added that the dish has even become his son’s go-to breakfast.
The California Dairy Association, founded in 1969, is funded by California dairy farms. California produces about 20% of the nation’s milk and, at the state level, ships more dairy exports than the entire country of New Zealand. The state ranks No. 1 in the U.S. for milk, butter and ice cream production, and No. 2 for cheese and yogurt.
The association pointed to California’s mild climate, which helps cows graze with less stress — what they call "Happy Cows" — producing milk that makes high-quality cheeses. They also highlighted the Real California Milk certification mark, reserved for products made with 100% California milk. On sustainability, the industry is switching trucks to low-carbon fuels and using water-reuse systems that can cut usage by up to 88%.
Monterey Jack, the cheese Sam Kim showcased, is an original California cheese. Its roots trace back to culinary traditions introduced by Spanish missionaries who settled in California in the 1700s. Sam said he first tasted it at a friend’s home and has used it ever since.
The event wrapped with a lucky draw offering California travel packages — including airfare and hotel stays — along with other prizes.
▶ “Travel memories continue at the table” — California Tourism Board and Dairy Association wrap up event themed A Playground for the Whole Family
▶ Golden Week: Japan hotel bookings up 1.1×… South Korea remains a top destination for Japanese travelers
▶ LACMA in May, DataLand in June, Lucas Museum in September, MiyaWoolf at year‑end… Los Angeles rolls out a steady stream of new museum openings through the year
