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 would hold a Korean-style "Coachella" festival every December that encompasses K-pop and the broader culture including K-food and beauty.
The plan is to grow it into a global mega festival like Coachella in the United States, capture a worldwide 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, are giving a briefing. Jul. 27, 2026
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