- Event held at KINTEX and SONO Calm GOYANG in Goyang City from June 25 to 28

- K-pop performances by TREASURE, RIIZE, and others; K-Culture talk shows; K-Culture company pop-up stores; export consultations, and more

“2026 MyK FESTA,” where fans from around the world can experience K-culture all in one place, is set to open soon. Hosted by the Ministry of Culture, Sports and Tourism (Minister CHAE Hwi-young, MCST) and organized by the Korean Foundation for International Cultural Exchange, the event will be held from June 25 (Thursday) to 28 (Sunday) at KINTEX and SONO Calm GOYANG in Goyang City, Gyeonggi-do.

Now in its second year, the event is a comprehensive expo that presents the full breadth of K-culture to Hallyu fans worldwide—extending beyond K-content to encompass lifestyle sectors such as beauty, food, and fashion. Building on the potential for cross-sector linkages within K-culture confirmed at last year’s inaugural event, the organizers have assembled an even more diverse lineup of participating companies and programs in cooperation with relevant ministries, including the Ministry of Agriculture, Food and Rural Affairs, the Ministry of Oceans and Fisheries, and the Ministry of Health and Welfare.

The event features K-pop concerts, pop-up stores run by Korean K-culture companies, talk shows covering major K-culture sectors, and business-to-business (B2B) export consultations between Korean companies and overseas buyers. In particular, the spaces for each program have been arranged in close proximity to improve accessibility for visitors.

“MyK Live”: A K-Pop Concert to Captivate Global Audiences

The concert, set to captivate K-pop fans worldwide, will be held on June 26 and 27 at Halls 1 and 2 of KINTEX 1 in Ilsan. On June 26, TREASURE, P1Harmony, tripleS, RIIZE, EVNNE, and Hearts2Hearts will take the stage, followed on June 27 by Highlight, WENDY, EPEX, ZEROBASEONE, izna, and KickFlip.

“MyK Street” and “MyK Voice”: K-Culture Synergy Across Content, Beauty, Food, and Fashion

Right next to the concert venue, Hall 3 of KINTEX 1 will host pop-up stores from June 25 to 28, where some 100 K-culture companies and organizations across content, beauty, food, fashion, and lifestyle will offer exhibitions, hands-on experiences, and sales. Alongside leading companies in each field—such as Nongshim, Dong-A Pharmaceutical, Musinsa, Isaac Toast, and Jeju Samdasoo—relevant ministries and agencies, including the MAFRA, the MOHW, the MOF, and the Gyeonggi Bukbu Provincial Police (combating ticket scalping), as well as booths for major festivals from local governments such as Boryeong City and Jangheung County, will take part to showcase the diverse appeal of K-culture in a multifaceted way.

In addition, talk programs will be held in which creators and artists from various K-culture sectors—figures who have drawn attention in the global market—engage with audiences. Participants include film director LEE Byeong-heon, known for Extreme Job and the drama Be Melodramatic, and makeup artist Risabae, along with a variety of cooking shows and audience participation events. A “Photoism photo booth” will also be set up inside the exhibition hall so that anyone can capture and keep a moment from the event. Near the lounge, a photo zone featuring popular dramas and variety shows currently on air will also be operated.

“MyK Trade”: Expanding Overseas Sales Channels for K-Culture

A business program designed to systematically support Korean companies’ entry into overseas markets will also be held on June 25 and 26 at SONO Calm GOYANG (Grand Ballroom Hall). With some 200 Korean companies and around 140 overseas buyers taking part, the program will feature one-on-one business matching, the signing of memorandums of understanding (MOUs), and exchange programs. In addition, global online platforms such as Amazon, Alibaba.com, and Qoo10.jp will hold marketplace entry consultations for participating Korean companies, supporting the overseas expansion of competitive Korean small- and medium-sized K-culture enterprises.

A representative of a Korean small- and medium-sized household goods company set to take part in the export consultations said, “We hope to raise our brand awareness and discover new buyers through MyK FESTA.” A representative of a Chinese distribution company expressed anticipation, saying, “Through face-to-face consultations with Korean companies, we expect to gauge local market demand and explore possibilities for long-term cooperation.”

More detailed information on MyK FESTA is available on the official website (www.mykfesta.com) and on social media. In addition, a promotional booth will be operated at HiKR Station at Incheon International Airport Terminal 1 to attract international tourists to participate in MyK FESTA.