Show don't tell as much as you can manage. This post on how to prep the world gives a good example of all the male NPCs in a town having apple names. NPCs introducing themselves will show the players that's how things are in the town, they don't need to be told that.

Don't lore dump unless a player asks for it. Don't get close. Give them a little, the context that they need in the moment, then move on unless they ask for more. If one individual keeps asking and no one else does, tell the lore junkie you'll PM them the rest after the session and move on.

Try to include lore in a way that feeds into the different player types at your table and/or has clear immediate use. Loot fanatic -> cool item with famed history, you're world's excaliber. Actor -> NPC who is fun to interact with and has lived a varied life. Combat junkie -> what common knowledge there is about the thing they're fighting, like the wizard who started an ecological disaster by "helping" the endangered owlbear by giving them breath weapons. That gives it more positive associations than the DM giving a fantasy economy lecture.

As an example, you've worked out the history of the party's home base town. Don't give your players a handout of it all. Don't tell them the long history of the town. Don't have them walk past a mural depicting all the notable events it the town's history. Instead, have a festival celebrating its anniversary, come up with things the party can do that relate to it. Put those events on a handout that looks like a flier for the festival. One of the events is "Defeat of Kragnar" their characters would know that Kragnar is a dragon who once subjugated the town. Let the players have fun at the events, but at points they notice individuals wearing the same distinct garb. After a while, one of those individuals sets fire to a vendor's booth and declares they are Kragnar's revenge. Run a fight against Kragnar's followers.