On the 27th, a press briefing on JYP Park Jin-Young's "2027 Phenomenon implementation plan announcement" was held at the Da-won space in the Seoul Education Building of the National Museum of Modern and Contemporary Art in Seoul.
Minister Chae Hwi-young of the Ministry of Culture, Sports and Tourism said the government would hold a Korea-style "Coachella" festival every December that encompasses culture across the board, including K-pop and K-food/beauty.
The plan is to grow it into a global mega-festival like Coachella in the United States to capture a worldwide fandom and generate massive economic benefits.
Park Jin-Young, Chairperson of The Presidential Committee on Popular Culture Exchange, delivers a presentation. Jul. 27, 2026
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