The present and future of Hallyu: 2025 MyK Festa

A one-stop experience of all things Hallyu, the first-ever MyK FESTA showed the depth of the Korean Wave.

Almost like "The Kulture Wave" outside of the screen.

Arirang's Byeon Ye-young was there, to take us around.

Korean culture isn't just about K-pop, just as K-pop isn't only about singing and dancing.

It's about storytelling, identity, and connection.

Hallyu, or the Korean Wave, has turned Korea's pop culture into a global bridge, uniting fans, industries, and ideas across borders.

That is what the 2025 MyK Festa represents.

"Where I'm standing right now is "K-street", a sprawling exhibition and experience zone showcasing over 100 Korean companies. From webtoons and food to lifestyle brands, attendees can get a hands-on feel for both K-content and everyday Korean culture– and also do a little shopping along the way."

On "K-street," there was something for everyone.

"I think what I like the most is very diverse. I can see K-beauty booths I can see K-fashion, K-pop, K-food. They also have like a color analysis so I really like going around and seeing everything that Korea has to offer."

"Well first I went to see the NEWBEAT fan sign and then I just attended with my friends so I could see all the different booths and kind of see what the sellers are offering."

At the food zone, visitors tried food from popular brands that were carefully selected to reflect Korean food trends and appeal to foreigners as well.

"K-street food like the old food trucks it was so good like especially the tteokbokki. I love Korean food so tteokbokki stood out like the most for me."

An export consultation event also took place, connecting Korean companies with foreign buyers, a move to open tangible new markets and build global networks.

"I'm looking for some brandings and or looking for some products.

Anything that it's like matching together and it's a good thing for me also that I can look to Korea, local products, and also the entertainment as well. That is one thing that I feel like Korea is number one in Asia."

The first day also included a panel session to discuss music networking in Asia, and signed off with a K-pop concert headlined by K-pop group AESPA.

"The Korean wave is having a strong impact on the world, but we shouldn't stop here. We felt the need to find ways to connect it with other industries, like tourism and resource diplomacy.

If we can grow together with our industries, I believe MyK could become a key asset for Korea's future."

A global conference also brought together cultural industry leaders to discuss the future of Hallyu, alongside performances and a major closing concert, drawing the curtain on a festival that celebrates not just Korean content, but Korea's place on the world stage.

Byeon Ye-young, Arirang News.