Seoul: South Korea is set to introduce a significant global music festival, named "Fanomenon," in Los Angeles in May 2028, an initiative that organizers aim to position as a rival to the renowned U.S.-based Coachella Valley Music and Arts Festival. This announcement aligns with plans for a new K-pop awards show in Seoul and Goyang in December next year.
According to Yonhap News Agency, the civilian-government committee on pop culture unveiled these plans at a press briefing in Seoul on Monday. The series of events under the "Fanomenon" brand is designed to boost tourism and expand the global influence of South Korea's cultural industries. The program includes an awards ceremony focused on fandom and an overseas music festival modeled on Coachella.
The name "Fanomenon" combines "fan" and "phenomenon," highlighting fans' roles as key drivers in the global expansion of Korean culture, according to the committee. Park Jin-young, co-chair of the committee, detailed that the Fanomenon Awards would commence in December 2027, followed by the Fanomenon Festival in Los Angeles in May 2028.
The government also intends to develop "K-culture centers" in major cities worldwide, featuring 20,000-seat performance venues, government offices, and exhibition spaces for Korean companies. The annual ceremony will take place from December 2-12 at the Seoul Arena and the KINTEX convention center in Goyang.
The ceremony aims to honor the year's ten most influential K-pop fan communities, with artists accepting awards on their behalf. Headlining artists will perform throughout the event, and at KINTEX, organizers will host music festival-style events with multiple artists, alongside exhibitions and interactive programs showcasing Korean culture. Participating companies will represent sectors such as food, beauty, fashion, and content industries like webtoons, films, television dramas, and animation.
Chae Hwi-young, co-chair and minister of culture, sports, and tourism, emphasized the need for sustained and expanded growth of Korean culture globally. The government plans to facilitate the festival's smooth execution by supporting key areas such as immigration and safety management, while also promoting inbound tourism to attract foreign visitors.
The Korea Culture and Tourism Institute projects that the Fanomenon events could attract 520,000 visitors, including 200,000 foreign tourists, generating approximately 1 trillion won (US$679.7 million) in economic impact. The four largest K-pop agencies -- Hybe, SM Entertainment, YG Entertainment, and JYP Entertainment -- will lead the initiative through a planned joint venture.
Park of JYP stated that the project aims to serve public interests, with concerts being ticketed and supported by sponsorships to ensure financial sustainability. Chae mentioned that public funds would promote the shows and host various side events, but efforts are underway to ensure the project's profitability.