South Korea unveiled plans on Aug. 27 for FANOMENON, a new large-scale K-culture festival built around K-pop, with its inaugural event scheduled for Dec. 2-12, 2027, as the government and the country’s largest entertainment companies seek to expand the global reach of Korean popular culture.
The event will be held at Seoul Arena, a new 20,000-seat indoor venue expected to open in May 2027, and KINTEX Exhibition Center II in Goyang.
Culture, Sports and Tourism Minister Choi Hwi-young and JYP Entertainment founder and chief producer Park Jin-young announced the initiative during a news conference in Seoul. The two serve as co-chairmen of the Popular Culture Exchange Committee, which is overseeing the project.
Mr. Choi said the goal is to establish FANOMENON as a premier international gathering for the entertainment industry while sustaining the global growth of K-culture.
The privately led event will combine K-pop concerts, a fan-focused awards ceremony and exhibitions featuring companies across the broader K-culture industry.
Its name combines the words “fan” and “phenomenon,” reflecting the organizers’ view that fans are active participants in expanding K-culture rather than simply consumers.
Mr. Park outlined a broader global strategy built around three initiatives: the annual FANOMENON Awards in South Korea, overseas FANOMENON festivals beginning in Los Angeles in May 2028, and the development of K-culture centers in major cities around the world.
He said the overseas festivals are intended to resemble major international music festivals such as Coachella while introducing local audiences to Korean entertainment and culture.
The proposed K-culture centers would include 20,000-seat performance venues alongside government offices, commercial space and retail stores representing leading South Korean brands.
“The starting point is recognizing K-culture as a fandom industry,” Mr. Park said. “If South Korea becomes the global leader in that industry, it will become a long-term national asset.”
The inaugural FANOMENON Awards will recognize the year’s 10 most influential fan communities, with artists accepting awards on behalf of their fans. The ceremony will feature headline performances and exhibitions celebrating the winning fandoms.
At KINTEX, organizers plan to host multi-artist concerts, exhibitions and interactive experiences covering food, beauty, fashion, webtoons, films, television dramas and animation. Additional events will include fan meetings, media showcases, gaming performances, esports competitions, film and television soundtrack concerts and industry seminars.
The project is being developed through a joint venture formed by South Korea’s four largest K-pop agencies—HYBE, SM Entertainment, YG Entertainment and JYP Entertainment. The venture is currently undergoing antitrust review before its formal establishment.
Organizers said the festival will generate revenue through ticket sales, sponsorships and commercial partnerships while receiving government support for public-interest initiatives, including tourism promotion and event operations.
The South Korean government said it will assist with immigration procedures, public safety and other logistical support while coordinating the festival with national and local tourism campaigns to encourage overseas visitors.
According to the Korea Culture & Tourism Institute, the festival could attract about 520,000 visitors, including 200,000 international tourists, and generate an estimated ₩1 trillion in economic impact.
