KCON: Past and Present

초록

KCON LA 2016 was the fifth event in the region. In 2012, the first KCON opened in Irvine, California to test the Hallyu market and support the business of cable channel, Mnet America operated by CJ E&M. Following year, the venue was moved to LA Memorial Sport Arena and the event was extended to 2 days. The concert was joined by music chart show, M Countdown. From 2014 to 2016, regions added were Japan, New York, Jeju Island, and Abu Dhabi. On July 2016, KCON opened for 3 days at Staples Center and LA Convention Center. The differentiating factors of KCON with other K-Pop concerts are the convention elements. Various companies participate for corporate booths, number of panels and workshops open for related subjects and fan engagements are offered for artist meet up during the convention. Corporate booths are revenue driver for CJ while CJ is also supporting mid to small capitalization companies to enter global market. Korean music and Korean Food are shared in number of ways during the panels and workshops. Fans can meet their favorite stars at red carpet and meet & greet sessions. All in all, the biggest factor that separate KCON from other Hallyu events is that KCON is a fan convention which fan voluntary participate and enjoy. Hallyu started from popularity of K-Dramas in China and Japan during late 1990s. K-Pop expanded the regions to the U.S., Europe and South America. Later K-Movie and K-Beauty also gained popularity and extended Hallyu. KCON in the era of Hallyu growth has shown possibilities to expand Hallyu to other K-Cultures and K-Lifestyles. In this article, the past of KCON will be highlighted based on my personal experience of planning and operating the event. In 2016, KCON LA was visited to confirm the present status of the event. Further, KCON’s role of legitimate marketing platform and Hallyu extension will be examined. KCON LA 2016 was the fifth event in the region. In 2012, the first KCON opened in Irvine, California to test the Hallyu market and support the business of cable channel, Mnet America operated by CJ E&M. Following year, the venue was moved to LA Memorial Sport Arena and the event was extended to 2 days. The concert was joined by music chart show, M Countdown. From 2014 to 2016, regions added were Japan, New York, Jeju Island, and Abu Dhabi. On July 2016, KCON opened for 3 days at Staples Center and LA Convention Center. The differentiating factors of KCON with other K-Pop concerts are the convention elements. Various companies participate for corporate booths, number of panels and workshops open for related subjects and fan engagements are offered for artist meet up during the convention. Corporate booths are revenue driver for CJ while CJ is also supporting mid to small capitalization companies to enter global market. Korean music and Korean Food are shared in number of ways during the panels and workshops. Fans can meet their favorite stars at red carpet and meet & greet sessions. All in all, the biggest factor that separate KCON from other Hallyu events is that KCON is a fan convention which fan voluntary participate and enjoy. Hallyu started from popularity of K-Dramas in China and Japan during late 1990s. K-Pop expanded the regions to the U.S., Europe and South America. Later K-Movie and K-Beauty also gained popularity and extended Hallyu. KCON in the era of Hallyu growth has shown possibilities to expand Hallyu to other K-Cultures and K-Lifestyles. In this article, the past of KCON will be highlighted based on my personal experience of planning and operating the event. In 2016, KCON LA was visited to confirm the present status of the event. Further, KCON’s role of legitimate marketing platform and Hallyu extension will be examined.

키워드