HYBE, SM Entertainment, JYP Entertainment and YG Entertainment are joining forces to launch Fanomenon, a new K-pop festival and awards initiative aimed at expanding the global reach of Korean entertainment. The project will begin with the Fanomenon Awards in Seoul and Goyang in December 2027, before making its overseas debut with a Coachella-style music festival in Los Angeles in May 2028. The initiative will feature performances by K-pop artists, recognise influential fan communities and host cultural exhibitions showcasing Korean food, beauty, fashion and entertainment, while also promoting tourism and Korea’s cultural industries worldwide.
Fanomenon date, venue and schedule
The Fanomenon music festival will begin with the Fanomenon Awards, scheduled to take place from December 2 to December 12, 2027. The event will serve as the launch of the new fan-focused brand before it expands globally. The overseas Fanomenon Festival will then make its debut in Los Angeles in May 2028, with organisers positioning it as a large-scale music festival inspired by Coachella.
The inaugural Fanomenon Awards will be held across two venues in South Korea. The main performances and ceremonies will take place at Seoul Arena, the upcoming 28,000-seat concert venue set to open in May 2027 in Chang-dong, Seoul. Additional programmes, exhibitions and fan experiences will be hosted at KINTEX in Goyang. Meanwhile, the first overseas Fanomenon Festival will be staged in Los Angeles, California, although the exact venue has yet to be announced.
The awards will run over 11 days, featuring performances from K-pop artists, recognition of the year’s 10 most influential K-pop fan communities, and large-scale cultural exhibitions. The headlining artists will also participate in the performances throughout the event. Visitors can also explore interactive experiences highlighting Korean food, beauty, fashion, webtoons, films, television dramas and animation. The initiative is backed by HYBE, SM Entertainment, JYP Entertainment and YG Entertainment, which are forming a joint venture to lead the project. Organisers also plan to establish K-culture centres in major cities worldwide, featuring large performance venues and exhibition spaces to further promote Korean entertainment and tourism.
HYBE, SM Entertainment, JYP Entertainment, YG Entertainment have teamed up
The South Korean government said Fanomenon is designed to strengthen the global influence of Korean culture while boosting tourism and the entertainment industry. Explaining the vision behind the initiative, Culture, Sports and Tourism Minister Chae Hwi-Young said, “Korean culture is drawing global attention, and its growth must be sustained and expanded.” He added, “Our primary goal is to make it an event that people around the world want to attend, while earning the trust of the global entertainment industry.”
To ensure the festival’s success, the government will provide support in areas including immigration procedures, safety management and overseas promotion to attract more international visitors. According to the Korea Culture and Tourism Institute, the Fanomenon events could draw 520,000 visitors, including 200,000 foreign tourists, and generate an estimated 1 trillion won in economic impact.
JYP chief creative officer Park Jin-young said the project would balance public interest with commercialmake money. It is impossible to attract global artists and companies to an event that does not turn a profit.” While public funds will help promote the festival and its side events, organisers said the concerts will be ticketed and supported by sponsorships to ensure long-term sustainability
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