CJ ENM announced that a global ambassador will be introduced for the first time to the global K-festival 'KCON', which it has held since 2012.
As the first face of the 'KCON global ambassador', ZEROBASEONE Sung Hanbin was chosen. The 'KCON global ambassador' serves as a guide and storyteller that conveys the identity and core values of 'KCON', a global platform where people can experience the full spectrum of K lifestyle — centered on K-pop and encompassing K-beauty, K-food and K content — and global trends.
Sung Hanbin, as the representative face of KCON this year, will start with 'KCON JAPAN 2026', held in Chiba Prefecture, Japan, from May 8 to 10, and continue through 'KCON LA 2026', held in Los Angeles, U.S., from Aug. 14 to 16. He will promote the diverse charms of the festival 'KCON', created by global K-pop fans and artists, to audiences around the world. Given his steady hosting skills demonstrated on various programs and award shows, including Mnet's M Countdown, expectations are high for his activities as an ambassador.
ZEROBASEONE has been added to the artist lineup for 'KCON JAPAN 2026'. ZEROBASEONE is the first K-pop group to place six consecutive albums from their debut album on the 'million seller' list, and the first fifth-generation group to exceed 9 million in cumulative album sales. With ZEROBASEONE confirmed to join and write a new chapter in 2026, 'KCON JAPAN 2026' will feature artists that span K-pop's diverse spectrum, offering richer performances and special experiences to fans worldwide.
CJ ENM said it plans to expand programs to showcase an even more evolved 'K-experience' through 'KCON' in 2026 and to deliver KCON's unique energy. KCON is strengthening its program substance so audiences can have unforgettable experiences through diverse stages reflecting global fandom voices and differentiated participatory content.
Sung Hanbin, the first ambassador of KCON, said, "KCON was one of the turning points in life where ZEROBASEONE first gave a stage to global fans," and added, "I am grateful to be KCON's first ambassador, the place where ZEROBASEONE announced its debut. I will do my best to create another page of memories by experiencing and sharing Korean culture and global trends together across generations and tastes."
Meanwhile, KCON has built a festival model that covers culture broadly — centered on music and including K-beauty, K-food and K content — since it began in Irvine, U.S., in 2012. It has been held in 14 regions worldwide across Asia, the Middle East, Europe and the Americas, and has an accumulated offline attendance of nearly 2.23 million. Through digital platforms, tens of millions of global fans form powerful fandoms across languages and borders, and KCON has solidified its position as a global K-pop festival platform that helps artists expand globally and brands enter overseas markets.
[Photo] CJ ENM
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