Foreign visitors browse displayed cosmetics at the 2025 MyK FESTA held at the Olympic Park Handball Gymnasium in Seoul’s Songpa District on June 19.
SEOUL, June 20 (Korea Bizwire) — South Korea on Thursday kicked off its first-ever MyK FESTA, a large-scale K-culture festival designed to celebrate the global influence of Korean content and expand its international reach.
The four-day event, held in Seoul’s Olympic Park, is expected to draw over 30,000 participants, including 20,000 international fans and global industry stakeholders.
Visitors explore booths at the 2025 MyK FESTA held at the Olympic Park Handball Gymnasium in Seoul’s Songpa District on June 19.
Organized under the cultural policy priorities of President Lee Jae-myung’s administration, the 2025 MyK FESTA marks a significant effort to merge entertainment, commerce, and tourism in a single cultural platform.
The festival includes major K-pop concerts, an international content industry conference, a Hallyu-themed exhibition and experience zone, and business matchmaking sessions aimed at promoting Korean companies abroad.
A foreign visitor takes photos of actors’ images at the 2025 MyK FESTA held at the Olympic Park Handball Gymnasium in Songpa District, Seoul, on June 19.
The festivities began Thursday evening at the KSPO Dome (formerly Olympic Gymnastics Arena) with a star-studded opening concert. On Friday, the same venue will host a global content conference focused on the future of digital media and cross-border entertainment strategies.
A major exhibition at the Olympic Handball Gymnasium will run through June 22, showcasing over 100 Korean companies spanning drama, webtoons, food, fashion, and lifestyle.
At the 2025 MyK FESTA held at the Olympic Park Handball Gymnasium in Seoul’s Songpa District on June 19, K-pop group NewBeat signs autographs for fans.
Meanwhile, a two-day export consultation event on June 19–20 at Hanuel Square will connect 160 domestic firms with 170 overseas buyers, in a bid to expand Korean content’s global market footprint.
South Korea’s Ministry of Culture, Sports and Tourism anticipates the festival will serve as a key driver of Korean cultural diplomacy and creative industry exports, aligning with the government’s broader economic and soft power agenda amid intensifying global competition in the content sector.
Foreign visitors examine displayed cosmetics at the 2025 MyK FESTA held at the Olympic Park Handball Gymnasium in Seoul’s Songpa District on June 19.
The initiative reflects growing momentum within Korea to institutionalize Hallyu’s popularity as a sustainable economic engine, while also positioning the country as a cultural and commercial hub in Asia during President Trump’s second term in the U.S. and a rapidly shifting global media landscape.
Visitors browse K-pop album covers at the 2025 MyK FESTA held at the Olympic Park Handball Gymnasium in Seoul’s Songpa District on June 19.
Image credit: Yonhap / photonews@koreabizwire.com
