On the 27th, a press briefing for JYP Park Jin-Young's "2027 Phenomenon promotion plan announcement" was held at the Da-won space in the Seoul Education Wing 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 Korean version of "Coachella," a festival encompassing K-pop and K-food/beauty and broader culture, every December.
The plan is to grow it into a major global festival like Coachella in the United States to capture a worldwide fandom and generate massive economic effects.
Minister Chae Hwi-young of the Ministry of Culture, Sports and Tourism gives a briefing. Jul. 27, 2026
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