The 2025 MyK FESTA was held from June 19 to 22 around the Seoul Olympic Park. The event attracted over 46,000 domestic and international Hallyu fans. It is estimated that about 17,000 were foreign tourists.
Organized by the Ministry of Culture, Sports and Tourism and hosted by the Korea International Cultural Exchange Promotion Agency, this comprehensive Hallyu event combined concerts, industry exhibitions, international conferences, and export consultations. 208 domestic companies participated in the industry exhibition and consultations, with 1,500 export consultation cases conducted with 172 buyers from overseas. This resulted in 18 business agreements and contracts worth approximately 33.9 billion won.
The K-pop concert took place over two days, June 19 and 21. Artists such as NCT TEN, Chungha, ITZY, Lee Young Ji, and aespa performed on stage. The performances were streamed live via the YouTube channels ‘ALL THE K-POP’ and ‘THE K-POP’, with about 480,000 people tuning in online. Approximately 24,000 people attended the live event. The concert is scheduled to be broadcast on SBS on June 27 and will be available on Netflix later.
The international conference held on the 20th was moderated by BoA and featured participants such as Mike van Billboard CEO, Kim Yoo-na from Billboard Korea, Daniel Jin VISA Asia-Pacific marketing chief, Choe Jong-il Iconix CEO, Lee Young-ah CJ Olive Young’s strategic planning manager, Director Lee Do-yoon, and writer Lee Jong-beom. They discussed the current state and sustainable development directions of the Korean cultural industry.
An industry exhibition was held around the Handball Stadium with participation from 134 domestic companies. The exhibition covered various sectors including fashion, housing, K-food, webtoons, and artificial intelligence. Foreign visitors appreciated the opportunity to experience everyday life in Korea first-hand.
An export consultation meeting was held at Hanuel Square in Olympic Park. This included participation from 114 companies from 16 countries and involved business consultations alongside various experience events. Bayishi Xu of Otto Group Asia remarked on the event, stating, “It was an impressive event where I could combine business and family travel.”
The Ministry of Culture, Sports and Tourism plans to make MyK FESTA an annual event, nurturing it into a leading cultural industry festival in Asia.