With KCON LA 2023 starting soon, CJ Newsroom explores the festival’s ethos.
From August 18-20, CJ ENM’s KCON – the world’s no.1 K-culture festival – is returning to LA, giving thousands of K-pop fans a chance to see their favorite artists up close and in person. Join us today at the CJ Newsroom as we delve into how KCON became the event it is today and why it attracts so many attendees each year.
How is KCON different from other music festivals?
A beacon for the worldwide Korean pop culture movement since 2012, KCON features a wide range of performances alongside panels, workshops, dance, food and fan-engagement programs. From its inception, KCON aimed to go beyond the boundaries of a live music concert. Instead, it serves as an opportunity for fans around the world to connect directly with Korean artists and experience numerous aspects of Korean culture firsthand.
As a business venture, a 2015 Harvard University Business Case Study mentioned KCON as an example of how companies can use pop culture festivals and similar events to lay the foundations for expanded cultural influence and branding opportunities abroad. Due to KCON’s increasing scope and visibility, global corporations have begun to participate in the convention, with major sponsors including Toyota, Amazon, AT&T, State Farm and McDonald’s.
KCON also plays a unique role in the global phenomenon known as “hallyu” or “the Korean Wave,” terms which refer to Korean culture’s steep climb in global popularity over the past two decades. As Euny Hong wrote in the Wall Street Journal, there “may be no more unlikely pop-culture success in the world right now than hallyu,” with “the most obvious manifestation this year in the U.S. coming at KCON pop concerts and fan conventions.”
Since its first event in California in 2012, KCON LA has grown its attendee numbers almost 30-fold, from 10,000 in 2012 to 291,000 in 2019. As of 2023, KCON has evolved into a dynamic platform that plays more roles than a traditional festival and is helping strengthen the global presence of Korean culture, with both the convention and hallyu at large becoming more integrated into the global mainstream than ever.
What is KCON’s mission?
KCON has always sought to bring together fan communities to create an authentic and memorable experience. “It’s not just about trends but the core, creating a home for K-pop year in, year out,” Angela Killoren, Chief Operating Officer of CJ ENM America, told Forbes in 2018.
Setting out to craft a lasting and meaningful annual event, CJ ENM has held KCON events in the U.S. from Los Angeles to New York. Beyond the U.S., KCON has taken place in Japan, Thailand, Mexico, Saudi Arabia and many more.
It has also proved key in supporting Korean artists. With the first KCON, CJ ENM aimed to provide Korean performers a way to connect with their American fans without the logistical minutia of full national tours. Over the years, it has helped draw attention to a range of established and rising Korean music talent.
In an interview with popular television Korean music channel Mnet, global industry titans BTS explained how the KCON experience was a pivotal moment for them. Reflecting on KCON LA 2014, BTS member Jimin said the group was fortunate to perform there at that stage of their careers, with fellow member RM adding that the show “was the beginning of us getting a good response in the U.S.”
What can attendees expect at KCON LA 2023?
Running from August 18-20, KCON LA 2023 is set to be the biggest KCON in its 11 years of events. Its “BE A KCONer” theme aims to give attendees an immersive, comprehensive experience of Korean culture, with the artists lineup including (G)I-DLE, ITZY, Kep1er and ZEROBASEONE , many of whom will be appearing on the iconic DREAM STAGE.
The event will also feature numerous workshops including DANCE ALL DAY – which lets visitors practice and record their own dance videos – act showcases like SHOWCASE: NICE TO MEET U and experiential zones from various brands, including sponsor Samsung Galaxy. At the dining area, attendees can enjoy classic Korean snacks and meals provided by CJ CheilJedang’s bibigo.
For more updates on the convention, visit kconusa.com
