- On June 19-22, Korea will launch the first MyK FESTA in Olympic Park to offer Korean culture and lifestyle experiences

- The festival will feature K-pop performances by aespa, ILLIT, ITZY, and more, Hallyu content and merchandise exhibits, and lectures by top experts, including the Billboard CEO

The Ministry of Culture, Sports and Tourism (Minister Yu In Chon, MCST), in collaboration with the Korean Foundation for International Cultural Exchange, will hold the 2025 MyK FESTA from June 19 (Thursday) to 22 (Sunday) in the Olympic Park area of Songpa-gu, Seoul, including KSPO DOME (the former Olympic Gymnastics Arena) and the Handball Stadium. The large-scale, comprehensive Hallyu festival will bring together Hallyu fans and K-content and related industry stakeholders at home and abroad.

Inaugurated this year, the MyK FESTA aims to serve as an experiential platform to watch, listen and enjoy a variety of Hallyu content in one place and position itself as a must-visit event for Hallyu fans by sharing the latest trends in the Korean cultural industry and lifestyle with the world.

Showcasing K-POP and fusion gugak concerts and an international conference with experts at home and abroad

On June 19, popular K-pop artists, including aespa, ILLIT, Lee Young Ji, Hearts2Hearts, WayV and AHOF, will showcase colorful performances in a concert to kick off the festival in the KSPO DOME. On June 21, another concert will be held to build on the excitement of the opening concert, featuring ITZY, Chung Ha, Heize, LYn, Lee Mu Jin, BE'O, and more. On June 22, the audience can enjoy performances by gugak (traditional Korean music) bands, such as ADG7 and UheeSka, that are gaining recognition overseas as well.

On June 20, the festival will feature an international conference, inviting top experts in the content and related industries both in and outside of Korea, including Billboard CEO Mike Van, Visa Chief Marketing Officer for Asia Pacific Danielle Jin, Iconix Entertainment CEO Choi Jong Il, and CJ Olive Young CSO Lee Young Ah. With these prominent speakers, the conference will discuss the content industry’s potential for growth and its scalability into related industries.

Exhibitions and interactive events on offer for Hallyu fans; full support for Korean companies entering overseas markets

Aims to attract international visitors and promote local tourism in partnership with local governments

For Hallyu fans, exhibitions and interactive events will take place at the Handball Stadium (June 19–22). The festival will set up booths to offer exhibits and experience-based events that showcase Hallyu content and merchandise crafted by more than 100 representative Korean businesses in the content and related industries, including music, drama, webtoon, food and lifestyle. In addition, conversations with celebrated personalities and industry experts and press conferences for drama series to be released in the second half of the year are planned to offer a variety of enjoyable experiences, while a range of Korean companies will organize K-food pop-up stores to promote the flavors of Korea to international visitors.

The festival will also support Korean companies making inroads into overseas markets. At Haneol Square in Olympic Park, more than 200 Korean companies seeking to expand into foreign markets are scheduled to hold business consultations with over 100 overseas buyers.

In addition, the festival plans to attract international visitors to Korea and promote local tourism in partnership with local governments. MCST will promote MyK FESTA at Hallyu events to be held in Busan (May 30–31), Cheonan (June 4–8), Gyeongju (June 7–8) and Yeosu (June 13–15) and develop travel products that involve visits to local events and the festival to foster the revitalization of local tourism.

For more detailed information on the performance teams, event schedules and more, please visit the official website (mykfesta.com) and social media platforms.

Deputy Minister Yoon Yang Soo of the International Cultural Affairs and Public Relations Office in the MCST stated, “Hallyu has expanded beyond popular culture into diverse industries, forming many fandoms overseas and leading global culture and consumer trends,” adding, “I hope that this festival will serve as an opportunity for many Hallyu fans to visit Korea, allowing Hallyu to expand even more widely and promote its commercial value.”