J.Y. Park Unveils ‘Phenomenon’: The K-Pop Festival Aiming to Surpass Coachella

The JYP founder, now heading a presidential committee, has laid out a bold vision for a state-of-the-art K-pop arena and a new global festival series starting in 2027.

A New Era for K-Pop Events

What if K-pop built its own Coachella? That’s no longer a hypothetical question. JYP Entertainment founder Park Jin-young (J.Y. Park), in his new role as Chairman of South Korea’s Presidential Committee on Pop Culture Exchange, has announced a government-backed plan to do exactly that—and it could change the global music landscape. The initiative aims to build a world-class arena dedicated to K-pop and launch a massive international festival.

The “Phenomenon” Plan

The centerpiece of the announcement is a new global awards show and festival named ‘Phenomenon,’ a clever portmanteau of “Fan” and “Phenomenon.” According to Park’s presentation on October 1, 2025, the festival is scheduled to debut in Korea in December 2027. The ambition doesn’t stop there. By 2028, the plan is to expand ‘Phenomenon’ into a touring outdoor summer festival visiting major cities worldwide. Park stated the goal explicitly: to create a new festival that “surpasses Coachella.” This project is part of a larger strategy to cement Korea’s status as the epicenter of the global fandom industry, which also includes opening global flagship stores and strengthening intellectual property rights for artists.

A Historic Public-Private Partnership

This isn’t just another festival announcement; it’s a national project. The committee brings together the government and the titans of the K-pop industry. Representatives from HYBE, SM Entertainment, and YG Entertainment are also on board, signaling unprecedented cooperation. The launch event even featured congratulatory performances from JYP’s own Stray Kids and HYBE’s LE SSERAFIM, symbolizing this new era of collaboration. Unlike purely private ventures like Coachella, this public-private partnership aims to create a stable, long-term infrastructure for K-pop’s global growth, backed by the highest levels of government.

Fact-Check

Confirmed: J.Y. Park is the co-chairman of the new Presidential Committee on Pop Culture Exchange. The committee was officially launched on October 1, 2025. Major agencies like HYBE, SM, and YG are participating.
The Plan: The ‘Phenomenon’ festival is planned to start in Korea in December 2027 and tour globally from 2028.
Uncertain: The exact location for the new K-pop arena has not been decided. The final artist lineups and specific tour cities for ‘Phenomenon’ are still years away from being announced.

Practical Takeaways

Mark Your Calendars: The first ‘Phenomenon’ event is slated for December 2027 in South Korea.
A Global Tour Is Coming: Starting in 2028, K-pop fans around the world may have a new, massive summer festival to look forward to.
More Collaboration: With government backing and all major agencies involved, expect more cross-label stages and special events.
This is a Long-Term Vision: Building an arena and a global festival takes time, so fans can follow its development over the next few years.

Glossary

대중문화 (Daejung Munhwa): Pronounced “Dae-joong Moon-hwa,” it means “pop culture.”
위원장 (Wiwonjang): Pronounced “Wee-won-jang,” it means “Chairman” or “head of a committee.”
기획사 (Gihoeksa): Pronounced “Gi-hwek-sa,” this is the Korean term for an entertainment agency or management company (like JYP, SM, HYBE).

While you wait for 2027, why not check out our guide to the 2025 The Fact Music Awards (TMA) to get your festival fix?