On the 27th, a media briefing for 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 will hold a Korea-style "Coachella" festival every December that encompasses culture across K-pop, K-food and beauty.
The plan is to grow it into a global mega festival like Coachella in the United States, capture the global fandom, and generate massive economic impact.
Minister Chae Hwi-young of the Ministry of Culture, Sports and Tourism and Park Jin-Young, Chairperson of The Presidential Committee on Popular Culture Exchange, give a briefing. Jul. 27, 2026
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