KCON LA 2024, presented by Samsung Galaxy, marked the festival's 12th anniversary from July 26-28, 2024, and is described as the most successful event to date. The festival took place at the Los Angeles Convention Center and Crypto.com Arena, attracting a record-breaking 5.9 million fans both online and onsite. For the first time in K-Pop history, the event was broadcast on U.S. national primetime television via The CW Network on Sunday evening, July 28, 2024. Organized by CJ Entertainment, the festival featured a wide spectrum of acts ranging from first-generation legendary groups like g.o.d. to second-generation stars such as TAEMIN and HYOLYN, and newly debuted groups including ME:I and KATSEYE. The comprehensive artist lineup also included AleXa, A.C.E., APOKI, BIBI, BINI, BOYNEXTDOOR, CRAXY, DRIPPIN, DXMON, ENHYPEN, INI, Isaac Hong, Jeon Somi, Jo Yuri, Kep1er, KATSEYE, Kim Soo Hyun, LOREN, NCT 127, NMIXX, P1Harmony, Park Min Young, POW, STAYC, TWS, Tiger JK, ZEROBASEONE, and ZICO.
The convention portion of KCON LA 2024 was held at the Los Angeles Convention Center, where attendees engaged with various promotional booths, shopped for merchandise, and participated in interactive experiences. The Gilbert Lindsay Plaza served as the location for the KCON Fan Square, which included food trucks and a spacious tented area with chairs and tables for dining and resting. The festival grounds featured a stamp tour scavenger hunt that encouraged fans to visit all new areas of the festival, with the final prize being a KCON crossbody bag.
Promotional booths were a central feature of the convention, offering fans opportunities to engage with brands and receive freebies. Samsung Galaxy, the presenting sponsor, maintained a large presence and hosted acts on the convention floor for fan meetings. The L.A. Convention Center south hall floor featured alleys of booths from companies including web comics, Korean beauty brands, and Korean food brands. Specific beauty brands mentioned as drawing big crowds with samples and interactive experiences included Olive Young and Dr. Jart. The Bibigo booth was noted for bringing Korean flavors to life with food samples.
Survival show fan engagement was also a highlight. The Boys Planet 2 booth featured a massive display of contestants and allowed fans to vote in real time. The Produce 101 Japan booth offered gachapon machines and in-person auditions. Attendees reported spending time at specific brand booths, such as the TirTir booth, where they could spin a wheel to win prizes and test makeup products.
The convention included three stages: the KCON Stage, the Meet & Greet Stage, and the Connecting Stage. The KCON Stage was expanded this year, moved into its own separate room with a larger stage and an extended platform jutting into the audience. This stage hosted performances from artists such as Jo Yuri, P1Harmony, AleXa, ZEROBASEONE, NMIXX, Hyolyn, Loren, and BOYNEXTDOOR, with each artist performing approximately five songs. The event also included appearances by K-drama stars such as Park Min-young, which was part of the strategy to attract audiences beyond K-Pop fans.
KCON USA first launched in 2012 with an attendance of 10,000. The festival has since expanded significantly, with the addition of a new location in Europe. KCON Germany is scheduled to debut at the Messe Frankfurt on September 28-29, 2024, featuring an exceptional artist lineup.
Event Logistics and Fan Activities
KCON LA 2024 utilized four stages across several locations on or near the convention center grounds. These included the M Countdown stage (named after the weekly Korean music show from KCON’s parent company), the KCON stage, a meet and greet area, and a showcase stage designed to introduce L.A. fans to rookie acts that have not heavily promoted in the U.S. The festival's scope was its largest to date, upgrading from previous years in terms of layout and artist interaction.
The convention floor layout included specific alleys dedicated to different types of exhibitors. In addition to beauty and food brands, web comic companies were present. The "Booths, Booths, and More Booths" section of the festival highlighted that the convention celebrated various corners of Korean culture, including K-dramas and food, alongside music. Attendees noted that exploring these spaces was as enjoyable as watching the performances.
Specific booth activities included: * Samsung Galaxy: Large presence with acts performing on the convention floor. * Boys Planet 2: Massive display of contestants and real-time voting. * Produce 101 Japan: Gachapon machines and in-person auditions. * Olive Young and Dr. Jart: Samples and interactive experiences. * Bibigo: Food samples. * TirTir: Wheel spin for prizes and product testing.
The stamp tour scavenger hunt required fans to discover and stop by all new areas of the festival. The final stop was located in the Gilbert Lindsay Plaza, where the prize was a KCON crossbody bag.
The concert portion took place at Crypto.com Arena in the evenings. Actress Awkwafina made a special guest appearance during the broadcast, hosting solo and alongside NCT 127 members Johnny and Mark.
Consumer Accessibility and Cultural Reach
KCON LA 2024 was designed to be accessible to a broad audience, including those new to K-Pop. The inclusion of K-drama stars like Park Min-young and Isaac Hong (singer of the "Queen of Tears" OST "Fallin'!") was a deliberate strategy to bring in people beyond the core K-Pop fanbase. This approach was noted as successful in attracting fans of Korean dramas.
Tickets for the event were sold via the AXS ticket app. Attendees traveled from various locations, with some staying in hotels within walking distance of the venue. The convention space was described as massive, and lines for check-in moved quickly.
The festival's growth from 10,000 attendees in 2012 to 5.9 million in 2024 reflects the booming popularity of Korean culture and music throughout North America. The event is produced by CJ ENM, a leading Korean entertainment giant.
Summary of Freebies and Promotional Offers
Based on the source material, the following freebies and promotional offers were available at KCON LA 2024:
- Beauty Samples: Available at booths hosted by Olive Young and Dr. Jart.
- Food Samples: Available at the Bibigo booth.
- Interactive Prizes: Wheel spin at the TirTir booth.
- Scavenger Hunt Prize: KCON crossbody bag (final prize for stamp tour).
- Free Swag: General free swag was available at the convention, as noted in the description of the convention activities.
There is no information provided regarding mail-in sample programs or no-cost product trials associated with KCON LA 2024. All offers described were on-site, event-specific promotions.
Conclusion
KCON LA 2024 successfully expanded its scope by integrating diverse cultural elements, including K-drama stars and extensive brand booths. The festival provided attendees with numerous opportunities for engagement through interactive booths, food samples, beauty samples, and a scavenger hunt. The event's growth and broadcast on national television indicate a significant increase in the accessibility and popularity of K-Pop and Korean culture in the United States. Future events, such as the debut of KCON Germany, suggest continued international expansion for the festival.