Blackpink have headlined Coachella, as have Stray Kids at Lollapalooza, while Seventeen have rocked Glastonbury and Le Sserafim have dazzled Summer Sonic. Yet Korea has no equivalent – there is no festival that sees music fans around the world book flights to K-pop’s birthplace every year. Organisers project 520,000 visitors, including 200,000 from overseas, and over 1 trillion won (US$690 million) in economic impact. BTS perform during the 2026 World Cup final halftime show at the New York/New Jersey Stadium in East Rutherford on July 19, 2026. Korea welcomed nearly 19 million foreign visitors last year, and hallyu content was one of the biggest reasons for visiting the country.