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 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 will 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 global mega festival like Coachella in the United States, captivate a worldwide fandom, and generate huge economic benefits.
Park Jin-Young, Chairperson of The Presidential Committee on Popular Culture Exchange, gives a presentation. Jul. 27, 2026
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