Held at Seoul Olympic Park from June 19 to 22
K-pop Concerts, International Conference, Export Consultation Fair, and More
The Ministry of Culture, Sports and Tourism announced on June 26 that the large-scale Hallyu festival '2025 MyK FESTA', held from June 19 to 22 in the area around Seoul Olympic Park, concluded successfully, attracting a total of 46,000 Hallyu fans from Korea and abroad, including approximately 17,000 foreign tourists visiting Korea.
This event was hosted by the Ministry of Culture, Sports and Tourism and organized by the Korean Foundation for International Cultural Exchange. The festival presented a comprehensive framework for a Hallyu event through a K-pop concert, hands-on exhibitions spanning various industries, an international conference offering future visions from experts in each field, talk sessions, and an export consultation fair with the participation of 208 domestic and international companies.
The K-pop concerts held on June 19 and 21 featured leading K-pop artists such as NCT TEN, Chungha, ITZY, Lee Youngji, and aespa. Despite the heat and monsoon rains, approximately 24,000 domestic and international audience members attended the concerts. The two performances were broadcast live worldwide via 'ALL THE K-POP' (MBC YouTube channel) and 'THE K-POP' (SBS YouTube channel), with about 480,000 Hallyu fans tuning in from around the globe. The vibrant concert scenes will be available for viewing on the SBS channel at 6 p.m. on June 27, and will also be released on Netflix at a later date.
On June 20, a conference featuring global experts was held, hosted by singer BoA. Participants included Mike Van, CEO of Billboard, Kim Yuna, CEO of Billboard Korea, Daniel Jin, Head of Marketing for Visa Asia-Pacific, Choi Jongil, CEO of ICONIX, Lee Younga, CSO of CJ Olive Young, director Lee Doyoon of the Netflix series 'Critical Trauma Center', and writer Lee Jongbeom of 'Dr. Frost'. They shared diverse perspectives on the present and future of Korea's cultural industry and the ecosystem for a sustainable industry.
At the Handball Gymnasium and surrounding areas, an exhibition and experience space was set up with the participation of 134 domestic companies in fields such as fashion, housing, lifestyle, K-food, webtoons, and artificial intelligence technology.
On one side of the exhibition stage, industry experts gathered to discuss the Asian music market and distribution. Various events further enhanced the festival atmosphere, including a photo exhibition of Korean actors and fan signing events with rookie K-pop groups Newbeat and TNX.
Foreign tourists are eating K-food at the '2025 MyK Fest' site. Photo by Ministry of Culture, Sports and Tourism
The export consultation fair held at Hanuel Square in Olympic Park attracted 114 companies from 16 countries and 172 overseas buyers. Through official consultations on June 19 and 20 and free consultations on June 21, a total of approximately 1,500 export consultations were conducted, resulting in 18 MOUs and contracts, with transactions amounting to 33.95 billion won.
The Ministry of Culture, Sports and Tourism plans to make 'MyK FESTA', which integrates culture and industry, breaks down the boundaries between offline and online, and delivers tangible business outcomes, an annual event and foster it as 'Asia's representative cultural industry festival'. The vibrant scenes of 'MyK FESTA' can be found on the official website and social media channels.
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