On the 27th, a press briefing for JYP Park Jin-Young's "2027 Phenomenon implementation plan announcement" was held at the Da-won space of the Seoul Education Building at 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 host a Korean-style "Coachella" festival every December that encompasses culture across the board, including K-pop, K-food, and beauty.

The plan is to grow it into a global mega-festival like the U.S. Coachella to captivate global fandoms and generate enormous economic impact.

Park Jin-Young, chairperson of The Presidential Committee on Popular Culture Exchange, gives a presentation. Jul. 27, 2026

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