Rookie group New Beat. Credit to Brian Feinzimer.
Los Angeles, California (August 4, 2025)- The Los Angeles Convention Center and Crypto.com Arena were transformed into a vibrant hub of Korean music and culture this past weekend for KCON, the annual three-day festival. As the flagship event for the global festival series run by Korean media giant CJ ENM, the Los Angeles edition drew K-pop fans of all ages for a celebration of the “hallyu” wave. The convention, which celebrated its 12th year, was presented by CJ’s Korean beauty products brand, Olive Young.
During the day, the convention floor buzzed with a diverse range of activities. Attendees navigated a bustling vendor market, picking up free samples of skincare products and popular food items like spicy Buldak sauce and treats from the bakery chain Tous Les Jours. The experience was highly interactive, with fans participating in games and challenges at various sponsored booths to win prizes. Artists were also part of the fun, with groups like Newbeat competing against a Jollibee mascot in dance challenges on the Dance Stage. “It’s pretty different from your typical kind of concert,” said attendee Prescilla Cobieye, highlighting the unique opportunity to see idols up close and engage with various facets of Korean culture.
The heart of KCON lies in the community it fosters. The convention served as a meeting ground for fans who had connected online, turning virtual friendships into in-person bonds. One such group of fans, who met on social media, traveled from across the country to support the rookie group Newbeat. “We get along very well because we’re so passionate about the same thing,” said one fan, expressing a sentiment shared by many who view the K-pop community as a safe space for “unfiltered self-expression.” This sense of family was also evident in attendees like Karsen Lechner, who celebrated her daughter’s sweet sixteen at the festival, showing the broad appeal of the event. Another fan, Jaelyn Jones, traveled from Virginia and successfully auditioned to perform on the “Dream Stage,” a unique opportunity where fans get to dance with their favorite idols on the main concert stage.
Each evening, fans flocked to the Crypto.com Arena for the M Countdown, the festival’s main concert. Friday’s lineup featured a mix of established and new acts, including NCT127, Zerobaseone, P1Harmony, and IVE. The concert also highlighted the expanding reach of Korean culture beyond music, with special appearances by actors Lee Byung-hun (“Squid Game”) and Yim Siwan, who spoke about the fusion of K-pop and K-dramas. Yim, a former K-pop singer himself, noted his deep connection to the stage, saying it “still gives me butterflies.” The night culminated in a special performance where fans who had won the dance competition joined NCT127 on stage for their closing song, “Fact Check,” in a powerful display of the fan-artist connection that KCON is known for.
KCON’s mission, as stated by CJ ENM’s VP of live entertainment Park Chan Uk, is to “introduce and provide a platform for a global success for K-artists, especially the rookie artists.” This goal is supported by the festival’s curation of different genres and artist types. The success of K-pop, K-dramas, and other forms of Korean media, such as the animated movie “K-Pop Demon Hunters,” is a testament to the “hallyu” wave’s enduring strength. Actor Lee Byung-hun perfectly summarized the sentiment, stating, “K-pop, K-movies, K-dramas, K-beauty, K-food. We’re always falling deeper in love with K-culture and at the center of it, all this, is KCON.”
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