▲ This poster of MyK Festa 2026 is provided by the organizer. (PHOTO NOT FOR SALE)(Yonhap)

 

SEOUL, June 23 (Yonhap) -- A festival showcasing a wide range of Korean culture -- from K-pop and K-dramas to food, beauty and fashion -- will take place in Goyang, just northwest of Seoul, later this week.

 

The Ministry of Culture, Sports and Tourism said Tuesday that "MyK Festa 2026" will be held from June 25 to 28 at KINTEX and Sono Calm Goyang, with the event organized by the Korean Foundation for International Cultural Exchange.

 

MyK Festa is a comprehensive exhibition introducing all aspects of Korean culture to Hallyu fans around the world. In its second year, the event will feature K-pop concerts, pop-up stores by Korean companies involved in K-culture, themed talk shows and export consultation sessions.

 

▲ This Yonhap file photo shows visitors enjoying the annual MyK Festa held in 2025. (Yonhap)

 

The K-pop concert series, "MyK Live," will take place on June 26 and 27 at KINTEX Exhibition Center 1.

 

On June 26, Treasure, P1Harmony, tripleS, RIIZE, EVNNE and Hearts2Hearts will perform. The following day will feature Highlight, Wendy, EPEX, Zerobaseone, izna and KickFlip.

 

During the festival, more than 100 companies and organizations related to K-culture will operate pop-up stores in exhibition halls adjacent to the concert venue.

 

Participating companies include Nongshim, Dong-A Pharmaceutical, Musinsa, Isaac Toast and Jeju Samdasoo. Government bodies, including the Ministry of Agriculture, Food and Rural Affairs, the Ministry of Health and Welfare, the Ministry of Oceans and Fisheries and the Gyeonggi Northern Provincial Police Agency, as well as local governments such as Boryeong and Jangheung County, will also run booths.

 

The festival will also offer talk programs featuring creators and artists from various fields, including director Lee Byeong-heon of the film "Extreme Job" and the drama "Be Melodramatic," and makeup artist Risabae. Photo zones inspired by popular dramas and variety shows will also be set up.

 

In addition, export consultation sessions will be held at Sono Calm Goyang on June 25 and 26 to help expand overseas business opportunities for K-culture-related industries. About 200 Korean companies and more than 140 overseas firms are expected to participate.

 

Global online platforms, including Amazon, Alibaba.com and Qoo10 Japan, will provide consultation sessions for Korean companies seeking to enter their marketplaces.

 

"We will create a virtuous cycle in which growing interest in K-content leads to the overseas expansion of K-culture companies and an increase in inbound tourists," Kim Hyun-joon, director general for international cultural policy at the ministry, said.

[ⓒ K-VIBE. 무단전재-재배포 금지]