K-Pop, Traditional Culture, and Local Tourism Combined···Government-Driven Hallyu Events See Global Expansion Accelerate

The government is accelerating global expansion of Hallyu through events that integrate K-Pop, traditional culture, and local tourism resources. Large-scale concerts and cultural exchange programs based in various regions are being held continuously at home and abroad, offering new growth models for the Hallyu industry. On May 30, the “2025 MyK FESTA” and the “2025 MWM (Moving the World with Music) Conference” will be held simultaneously at Busan Port. Organized by the Korea Music Content Association (KMCA), this event focuses on how the music industry can adapt to the AI era. It brings together experts such as music critic Chau Jin, Kim Kyung-seok, a professor of intellectual property at Sangmyung University, Kim In-ho, head of YG+’s music industry division, producers Ryan Jun and Kim Seung-soo, to host seminars, concerts, and K-Pop exhibitions. Seven groups—including Super Junior-D&E, CNBlue, N.Flying, ITZY, KyoungSeo, dori, and Zozazz—will perform at the outdoor parking lot of Busan Port International Passenger Terminal for a concert targeting up to 10,000 attendees. Tickets are priced at 5,000 won (approximately $3.50) and are available for purchase on TicketLink. At the event site, albums and merchandise made from recycled materials, along with exhibition works from entertainment companies, will also be displayed.

“The MyK FESTA in Yeosu,” held over three days starting June 13 at the Yeosu World Expo Complex and in downtown Yeosu, is designed as a global tourism festival that combines Yeosu’s history and culture with K-Pop. It is a joint project between the Ministry of Culture, Sports and Tourism and the Korea International Cultural Exchange Promotion Agency. A “K-Pop Concert” featuring popular domestic K-Pop artists such as Stacey, ON&OFF, xikers, LIGHTSUM, Ailee, Jung Yonghwa, Sooyoung, Semi, and Center will take place twice—on the 13th and 15th—at a special stage behind the Sky Tower at the Yeosu World Expo Complex. Each concert session offers 5,500 seats, with tickets going on sale via TicketLink at 4 p.m. on May 30. In addition to the concerts, there will be a drone light show involving 1,000 drones, a K-Pop competition called “Digilog Concert,” busking performances, a “Night Walk” tour, and outdoor candlelight events. The “Jeolla Left Guard Fort Construction and Naval Deployment Ceremony,” inspired by Yeosu’s 400-year history as a Joseon-era naval base, will also be held at Isunsin Square. Participants in the event will receive discounts on entry fees to major tourist attractions, free shuttle services, and special tourist trains.

On May 13, an official “Korea Day” was held at the “2025 Osaka-Kansai World Expo” in Osaka, Japan. The Ministry of Culture, Sports and Tourism set up a “Korea Collection” showcasing Korean music, beauty services, and hanbok fashion shows, along with 54 booths operated by local governments. In the “Live Corner,” singer K.Will performed on stage; the “Beauty Corner” featured demonstrations of Korean makeup techniques; and the “Fashion Corner” held a hanbok fashion show. At the “Korea Tourism Festival” in the exhibition center of the expo site, 11 tourism venture companies promoted concepts such as workation, cycling tours, and senior tourism. In the arena, an “M Concert” began at 6 p.m., with six K-Pop groups—C.N.Blue’s Jung Yonghwa, TWS, ViViZ, Kep1er, ME:1, and Hi-Fi Un!corn—performing. In the morning, a Joseon Dynasty envoy arrival ceremony was held in front of the Asia-Pacific Trade Center, in collaboration with the National Marine Heritage Institute. This ceremony celebrated the disembarkation of eight crew members, including the captain and master, and highlighted the historical culture of the Joseon Dynasty envoy missions.

These events integrate K-Pop as the core element alongside local tourism resources, traditional culture, and cutting-edge industry trends, transforming Hallyu from merely music content into a comprehensive cultural export strategy.