RIIZE and ZEROBASEONE Join the Full Cast for ‘MyK Festa’ Opening at KINTEX on the 25th

A Cultural Convergence Road the World Is Watching Opens a New Chapter for Hallyu

A mammoth Hallyu festival that puts everything under the spotlight of 'K-Culture' that swept the globe will showcase an overwhelming scale with Gyeonggi-do Goyang City as its stage. The Ministry of Culture, Sports and Tourism, working with the Korea International Culture Exchange Promotion Agency, will hold '2026 MyK Festa' on an immediate basis from the 25th to the 28th at KINTEX Ilsan and Sono Calm Goyang.

Now in its second year, this year’s event has evolved beyond a simple exhibition into a comprehensive fair aimed at fans worldwide. At the heart of it is a massive K-pop concert blasting out explosive energy, and alongside it, visitors will be welcomed by a multi-dimensional lineup that includes domestic leading companies’ 'pop-up stores', talk shows by top-tier creators, and a 'export consultation fair' that targets the global market head-on.

An Ultra-Premium Lineup Meets Business: Proof of Next-Level K-Content

The K-pop concert 'MyK Live', where the hottest spotlights will be focused, will turn KINTEX Hall 1 into a maelstrom of excitement on both the 26th and 27th. On the 26th, TREASURE, P1Harmony, tripleS, RIIZE, EVNNE, and HeartsToHearts will take the stage, and on the 27th, top artists who dominate global charts such as HIGHLIGHT, WENDY, EPEX, ZEROBASEONE, izna, and Kickflip will share explosive chemistry with fans around the world.

At the exhibition halls that sit right next to the concert venues, an enormous 'pop-up store' with more than 100 leading companies and organizations will be on display. Industry-representing brands such as Nongshim, Musinsa, and Jeju Samdasoo will take part, along with government ministries and local governments coming together to vividly prove the current state of K-food, beauty, and lifestyle. In addition, unreplicable creators will step into the talk programming to share insights—ranging from director Lee Byeong-heon, who sparked a syndrome with the film 'Extreme Job' and the drama 'Melting Me Softly,' to makeup artist Risabae, who leads beauty trends.

Behind the festival, a fierce business arena will unfold for expanding the global territories of K-content. At the 'export consultation fair' held at Sono Calm Goyang on the 25th and 26th, more than 200 promising domestic companies and about 140 overseas buyers will gather. Consultations for entry by global e-commerce giants such as Amazon and Alibaba.com will also be conducted at the same time, and organizers expect it will generate practical economic ripple effects.

Kim Hyun-jun, international culture policymaker at the Ministry of Culture, Sports and Tourism, said, “We will establish a strong virtuous-cycle ecosystem in which explosive global demand for K-content directly leads to a leap forward in exports for domestic companies and to attracting foreign tourists.”