ZEROBASEONE’s Sung Hanbin has been named the first-ever global ambassador in KCON history, stepping into a central role in CJ ENM’s expanding K-pop intellectual property narrative.
CJ ENM announced on February 20 that Sung Hanbin will serve as the inaugural global ambassador representing the identity of KCON, one of the world’s largest K-culture festival platforms.
The appointment aligns with CJ ENM’s broader strategy to integrate its original K-pop intellectual properties with its global festival platforms. Following the selection of girl group izna as the face of this year’s MAMA AWARDS, the move underscores the company’s effort to scale its proprietary IP ecosystem by connecting artist origin stories with global cultural touchpoints.
As KCON’s first global ambassador, Sung Hanbin will take on the role of a storyteller representing not only K-pop but also Korean lifestyle culture, including beauty and food.
He is set to begin his ambassador activities at KCON JAPAN 2026, scheduled for May 8 through 10 in Chiba, Japan, and will continue through KCON LA 2026, taking place August 14 through 16 in Los Angeles, serving as a global guide connecting with fans worldwide.
“KCON was the turning point where ZEROBASEONE first met global fans on stage,” Sung Hanbin said. “It is deeply meaningful to return as its first ambassador, and I look forward to sharing Korean culture beyond generations and tastes while creating new memories together.”
KCON, which began in Irvine, California in 2012, has since expanded to 14 regions worldwide, drawing a cumulative audience of more than 2.23 million and establishing itself as the largest global K-culture festival platform.
Reported by News Culture M.J._mj94070777@nc.press
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