A global K-Pop festival, 'FANOMENON,' is set to take place in December 2026 in Seoul and Goyang, South Korea. The festival is organized by the Presidential Committee on Cultural Exchange and will be operated by a joint venture formed by four major entertainment companies: HYBE, SM, YG, and JYP Entertainment. The event will combine performances, fan awards, and K-culture exhibitions, with plans to expand to Los Angeles in 2028. The collaboration among competing entertainment companies aims to leverage K-Pop's success to boost tourism and consumer goods.
However, the festival has already generated controversy over its name. JYP Entertainment's application for the 'FANOMENON' trademark on October 1, 2025, has raised eyebrows. Although JYP later transferred half of its domestic trademark rights to the Ministry of Culture, Sports and Tourism, it had already filed for trademarks in the U.S. and Japan. During a National Assembly audit on October 7, concerns about trademark rights and preferential treatment for large entertainment companies were discussed.
Park Jin-young, co-chair of the Cultural Exchange Committee, acknowledged issues with the trademark application process, stating that they rushed to prevent trademark squatting. He refuted claims of preferential treatment, arguing that the four companies are sacrificing potential profits from individual performances to participate in the festival. Minister of Culture, Sports and Tourism Choi Hwi-young also clarified that no government funds are directly allocated to the event.
There is no reason to dismiss the intentions of private companies collaborating on this project. It is premature to label the festival as a pursuit of private interests before it even begins. However, questions remain regarding the distribution of trademark rights. The government has indicated that JYP's domestic trademark rights will be transferred to a dedicated corporation, and the same will apply to international trademarks, though the timeline for this transfer is still undecided. The dedicated corporation will be a joint venture where all four major companies hold equal shares and voting rights. Given that the festival's trademark rights will be co-owned by a private joint venture and the government, it is essential to establish clear criteria for exercising and managing these rights.
Budgetary concerns are similarly complex. According to the Ministry of Culture, the proposed government budget of 15 billion won for next year related to FANOMENON will be used to support small businesses' participation and attract foreign tourists. While this funding is not directly for hosting performances, it is still relevant to the festival. Small companies need more than just exhibition booths; they require a place on stage.
Minister Choi announced that the Cultural Exchange Committee and the four major companies have agreed not to distribute profits from the dedicated corporation but to reinvest all earnings into future events. They also agreed to limit the proportion of artists from the four major companies performing in the Changdong and Ilsan events to 30%. This agreement needs to be formalized in a binding contract and bylaws, clarifying the criteria for determining performance ratios, the final ownership of trademark rights, and the decision-making structure of the corporation.
It is important to recognize that the rise of K-Pop is not solely due to a few major companies. It is a name created by the artists from smaller companies, songwriters who have worked behind the scenes, and fans who cheer across borders. If the government is to host a festival under this name, it should ensure that the name belongs to everyone involved.
* This article has been translated by AI.
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