What to Check Out at this Festival for K-pop and K-Culture
The festival’s concert lineup features performances by popular K-pop groups, including Hearts2Hearts (top), Aespa (left), and WayV (right). Photo: courtesy of SM Entertainment.
In another step to drive cultural exchange and deepen its international connections, South Korea is leveraging the growing global enthusiasm for its culture and entertainment. Recently, in a statement released by their Ministry of Culture, Sports and Tourism (MCST), it was announced that they would hold the 2025 MyK Festa, an all-encompassing Hallyu festival, in collaboration with the Korean Foundation for International Cultural Exchange, dedicated to K-content and K-culture fans worldwide, taking place from June 19–22 in Seoul.
MyK Festa is a massive gathering for fans of Korean culture, bringing everything from K-dramas and K-pop to the latest lifestyle trends into one space. Whether you’re deep into the Hallyu wave or just curious about K-culture, it’s a chance to dive into the world of Korean entertainment in all its buzzing, over-the-top glory.
The global rise of K-content marks a major shift in how we consume culture, and India is riding the wave. From K-dramas to K-pop to Korean food and beauty, the craze is everywhere. We’ve also seen a surge in K-pop and K-culture festivals in India, including the K-wave and the K-Town Festivals, that have drawn top Korean artists like Hyolyn, Suho, Chen, Xiumin, B.I, and BamBam to Indian shores. Korean restaurants and stores are popping up across India, while collaborations like McDonald’s BTS Meal also add to the hype. Korean skincare trends like “glass skin” have taken off, and platforms like Netflix, Disney+, Viki, and Amazon Prime’s Channel K are keeping the K-content obsession going.
In this environment, MyK Festa offers a rare chance to dive deep into K-culture in the heart of Korea, giving fans a firsthand taste of music, fashion, food and more. Speaking about MyK Festa, Deputy Minister Yoon Yang-soo of the International Cultural Affairs and Public Relations Office in the MCST said that this festival will be a gateway for Hallyu fans worldwide to experience Korea’s vibrant culture, “allowing Hallyu to expand even more widely and promote its commercial value.”Here are the exciting highlights of the event:
The festival’s concert lineup
The festival will feature high-energy performances by popular K-pop acts, including Aespa, Illit, Lee Young-ji, Hearts2Hearts, WayV, and AHOF, on June 19, followed by Itzy, Chung Ha, Heize, LYn, Lee Mu Jin, and BE’O on June 21. To round off the festivities on June 22, it will also offer traditional Korean music with performances by popular gugak bands ADG7 and UheeSka.
Immersive pop culture zones
If you’re into K-pop, K-dramas, or webtoons, this is where you’ll want to be. You can check out the latest merch—albums, photobooks, light sticks, and other exclusive collectibles—get up close with props from your favorite dramas, and wander through interactive exhibits that bring popular webtoon characters and storylines to life.
Global industry insights
The festival also includes an international conference on June 20 with top industry experts from around the world, including Billboard CEO Mike Van and Visa Chief Marketing Officer for Asia Pacific Danielle Jin, who will share their valuable insights on the future of content creation and its growth potential.
A meet and greet with celebrities
A rare opportunity to meet your favorite K-pop idols and K-drama stars up close. The festival also promises to offer a sneak peek of upcoming shows, an ideal experience for fans who like being ahead of the curve.
A taste of Korea
Explore food pop-ups serving up authentic Korean dishes like Bibimbap, Samgyeopsal, Kimchi, Tteokbokki, Jhapchae, and more adding a delicious depth to the cultural experience.
