The biggest names in K-pop are coming together for an ambitious new venture. HYBE, SM Entertainment, JYP Entertainment, and YG Entertainment have announced Fanomenon, a new festival and awards initiative designed to celebrate K-pop and Korean culture on a global scale.
The project will kick off with the Fanomenon Awards, taking place 2–12 December 2027 across Seoul and Goyang. It will then expand overseas with the inaugural Fanomenon Festival in Los Angeles in May 2028, promising a large-scale music experience inspired by festivals like Coachella.
The 11-day awards event will be split across two venues in South Korea. Main performances and ceremonies will be held at Seoul Arena, the country's upcoming 28,000-capacity venue set to open in Chang-dong, while KINTEX in Goyang will host exhibitions, fan activations, and cultural programmes.
Beyond live performances, Fanomenon aims to spotlight the wider Hallyu wave through interactive showcases celebrating Korean food, beauty, fashion, webtoons, films, television, and animation. Organisers also revealed plans to recognise the year's 10 most influential K-pop fan communities during the awards.
The four entertainment giants are establishing a joint venture to lead the initiative, with support from South Korea's Ministry of Culture, Sports and Tourism. The government said the project is intended to strengthen Korea's cultural influence worldwide while boosting tourism and the country's entertainment industry.
"Korean culture is drawing global attention, and its growth must be sustained and expanded," Culture, Sports and Tourism Minister Chae Hwi-Young said in a statement. "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 support the event, the government will assist with immigration procedures, safety management, and international promotion. According to the Korea Culture and Tourism Institute, Fanomenon is expected to attract around 520,000 visitors, including 200,000 international tourists, while generating an estimated 1 trillion won in economic impact.
JYP chief creative officer Park Jin-young also stressed the importance of making the festival financially sustainable, noting that ticket sales and sponsorships will play a key role in supporting the event alongside public funding.
While a full lineup has yet to be announced, Fanomenon marks the first time Korea's "Big Four" entertainment companies have collaborated on a festival of this scale, setting the stage for what could become one of K-pop's biggest global events.
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