By Honorary Reporter Mariia Smoliana from Ukraine

Photos = Mariia Smoliana

This year's MyK Festa was held from June 25-28 at Sonokam Goyang and the convention center KINTEX in Goyang, Gyeonggi-do Province, under the slogan "Mapping Your K."

Now in its second year, the four-day event was organized by the Korea Foundation for International Cultural Exchange and hosted by the Ministry of Culture, Sports and Tourism.

This year's fair saw an expanded scale with four themes: MyK Live, MyK Street, MyK Voice and MyK Trade. Through concerts, exhibitions, brand pop-ups, talks, export consultations and networking programs, the event showed how Korean culture spans music, beauty, food, lifestyle and business.

From left to right are booths for character merchandise and Korean content brands, the main MyK Festa entrance sign and a ramyeon (instant noodles) photo zone (right) on June 26 at KINTEX in Goyang, Gyeonggi-do Province.

On June 26, MyK Street at KINTEX Hall 3 featured pop-up booths of around 100 domestic companies in the exhibition zone. They showcased products like those of Korean beauty, food and beverages, lifestyle and content brands. 

The staff at several booths introduced new products and answered visitor questions, while lucky draws and photo zones offered a more interactive way to navigate the venue. This showed how Korean culture has also seeped into everyday consumer trends, content and lifestyle.

P1Harmony (two photos on left) and tripleS (right) on June 26 perform at MyK Live at KINTEX Hall 1.

In the evening, the event's highlight, MyK Live, was held at KINTEX Hall 1 featuring P1Harmony, tripleS, EVNNE, Hearts2Hearts, RIIZE and TREASURE.

Drawing a huge audience, the show saw a noticeable interaction between the groups and fans between and during performances, creating a lively but personal atmosphere throughout the evening.

Hearts2Hearts (left) and EVNNE (right) on June 26 perform at MyK Live at KINTEX Hall 1.

The night closed with a high-energy set.

The strength of MyK Festa was its handling of interrelated programs, with a smooth transition from brand showcases in the afternoon to concerts in the evening. 

ljyhwa@korea.kr

*This article was written by a Korea.net Honorary Reporter. Our group of Honorary Reporters are from all around the world, and they share with Korea.net their love and passion for all things Korean.