MyK FESTA 2026, a large-scale Hallyu lifestyle and business expo combining K-pop, beauty, food, fashion and content industries, will open June 25 at KINTEX and Sono Calm Goyang in Goyang, Gyeonggi Province.
Hosted by South Korea's Ministry of Culture, Sports and Tourism and organized by the Korea Foundation for International Cultural Exchange, the four-day event aims to give international visitors and Hallyu fans a comprehensive look at contemporary Korean culture while creating new overseas business opportunities for domestic companies.
Following the inaugural event's success last year, organizers have expanded this year's edition through collaborations with multiple government agencies and local authorities, including ministries overseeing agriculture, fisheries and public health.
One of the festival's main attractions will be its K-pop concert series, scheduled for June 26 and 27 at Halls 1 and 2 of KINTEX Exhibition Center 1.
The first day's lineup features TREASURE, P1Harmony, tripleS, RIIZE, EVNNE and Hearts2Hearts. The second day will bring performances from HIGHLIGHT, Wendy, EPEX, ZEROBASEONE, izna and KickFlip.
Running alongside the concerts, the MyK Street pop-up zone in Hall 3 will host more than 100 companies and organizations from the content, beauty, food and fashion sectors. Visitors will be able to sample and purchase products from major Korean brands while exploring regional tourism and festival promotions.
Participants include companies such as Nongshim, Dong-A Pharmaceutical, MUSINSA, Isaac Toast and Jeju Samdasoo.
The festival will also feature MyK Voice, a talk series bringing creators and cultural figures together with audiences. Participants include filmmaker Lee Byeong-heon, best known for the film Extreme Job, and beauty creator RISABAE.
Beyond fan experiences, MyK FESTA will place a strong emphasis on international business development.
A two-day B2B export consultation program will take place June 25–26 at the Grand Ballroom of Sono Calm Goyang, bringing together approximately 200 Korean companies and 140 international buyers for one-on-one meetings and partnership discussions.
Representatives from major global e-commerce platforms including Amazon, Alibaba.com and Qoo10 Japan are expected to participate in marketplace consultation sessions aimed at helping Korean small and medium-sized businesses expand into overseas markets.
As global interest in Korean culture increasingly extends beyond music and television into everyday lifestyle categories such as fashion, beauty and food, events like MyK FESTA illustrate how the Hallyu ecosystem continues to evolve. By combining entertainment, tourism and commerce under one roof, the festival seeks to transform fan engagement into broader opportunities across Korea's cultural industries.
Reported by News Culture M.J._mj94070777@nc.press
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