FILA, the Italian sports brand operated by Misto Korea Co., Ltd. (CEO Kim Ji-heon), announced that it has concluded '2026 WHITE OPEN SEOUL,' held over two days on October 10 and 11 at the Culture Plaza in Yeouido Park, Yeongdeungpo-gu, Seoul. FILA presented the event as Korea's largest urban tennis festival, and this year's edition featured not only tennis lessons and matches but also pickleball, live performances and a donation program.
White Open Seoul marked its fourth edition this year. FILA explained that it created the festival to let consumers experience the brand's tennis heritage firsthand and to expand tennis into a cultural experience. First held at Gwanghwamun Square in 2023, the event has since moved to the Peace Plaza at Olympic Park in 2024 and Yebit Island in Banpo in 2025. This year, it took place at Yeouido Park's Culture Plaza in a format open to everyone from avid tennis fans to families trying the sport for the first time.
This year's event stood out for shifting away from a spectator-focused format toward participatory programs in which visitors could learn and compete directly. FILA tennis ambassador coaches joined participants on-site, including Lee Hyung-taik, regarded as a Korean tennis legend; Lim Yong-kyu, men's doubles gold medalist at the 2014 Incheon Asian Games; Eom Sun-young; and Kim Eun-seo. TV personality Jang Sung-kyu, known as an avid tennis enthusiast, also took part in the program. According to FILA, the head-to-head program pitting ambassadors against participants proved highly popular, with unconventional formats such as '1-on-4 matches' drawing cheers from the crowd each time they were played.
Ambassador lessons and matches were also arranged for the winners selected for outstanding wear-test reviews of FILA's performance tennis shoe, the AXILUS PRO 4. A range of other programs, including tennis drills and a random ball challenge, were held as well.
Hands-on programs tailored to participants' skill levels were also offered. At the newly introduced 'TENNIS SKILLS ZONE,' three professional coaches were on hand to provide real-time lessons matched to each participant's desired level, and FILA said the zone recorded a high participation rate. The Play Ground hosted tennis challenges open to all ages and genders, while separate activity areas, including an air bouncer for children, allowed families to enjoy tennis together.
A dedicated court was also set up for pickleball, which has recently been drawing attention as an emerging sport. Pickleball tournaments, lessons and events held on-site attracted visitors looking to try racket sports beyond tennis. The venue also featured a large hot-air-balloon-shaped photo zone, an F&B zone and sponsor booths, creating a space to enjoy both sports and lifestyle.
On the 11th, the festival's final day, an after-concert featuring singers Ahn Shin-ae, Chungha and WOODZ ran from 7 p.m. to 8:30 p.m. Tennis fans and members of the general public alike joined the show, closing out the two-day event with a blend of sports and music.
This year's event was also linked to a giving program. Partnering with the Seoul Metropolitan Government's 'Seoul Sharing-Connection Network,' FILA tied the number of visitors and on-site tennis program participants to donations. Combined with a portion of proceeds from tennis shoes sold online and offline during the event, this consumer participation will result in a donation of sports products worth approximately KRW 250 million. A large LED screen at the venue displayed the cumulative donation total in real time, allowing visitors to join in the cause simply by taking part in the festival. The donated products will be used to support sports activities for young adults transitioning out of care through ChildFund Korea, a child welfare organization.
"This year's White Open Seoul significantly strengthened its participatory programs so that both tennis lovers and newcomers to the sport could learn, compete, enjoy and experience the appeal of sports firsthand," said a Misto Korea representative. "Building on FILA's long-standing tennis heritage, we will continue working to create a culture in which more people can enjoy tennis in their everyday lives, while sharing positive value with local communities through sports."
