"K-pop features group singing; K-beauty sees open runs" — LA Times captures the first day of KCON LA [K-EYES]

*This content was translated by AI.

The Los Angeles Times, a leading daily newspaper in the United States, reported on the opening day of "KCON LA 2026," vividly portraying the enthusiasm of American fans. The article highlighted K-pop fans passionately cheering on stage and long lines forming at every K-beauty booth.

On the 17th (local time), the LA Times reported, "Americans' acceptance of Korean culture goes beyond music and dance." It added, "Beauty products and K-dramas have now deeply embedded themselves in Americans' daily lives, as confirmed on the first day of KCON." The outlet noted that the opening-day event held on the 14th at the South Hall of the Los Angeles Convention Center drew such a large crowd that fans even traveled from Hawaii.

The media spotlighted audience members dancing and singing along to performances by K-pop boy groups like Keybitup on the Music Den stage. Sisters Sara and Anna Draves, who came from San Diego, agreed on their reasons for loving K-pop: "It's not just the music; I love the entire performance," and "Everything, including the dance, is great." Fans exchanging photocards were also noticeable. Natalie Salazar, a 21-year-old fan, shared her thoughts: "Every opportunity to express love and support for artists brings fans together," adding, "It feels like a small community."

Indeed, KCON LA this year attracted attention with an unprecedented lineup. At the Crypto.com Arena M Countdown Stage, NCT 127 (14th), Zero Base One (15th), and Tomorrow X Together (16th) served as daily headliners. Starting this year, headliner performances shifted to a new "one-hour full set" format, significantly extending performance times compared to previous years. This change allowed attendees to enjoy concert-level stages even within the festival. Notably, Wanna One reunited on the KCON LA stage for the first time since 2017 after nine years, earning reactions from fans as "the most touching moment of this summer." Other highlights included performances by P1Harmony, JO1, ILLIT, and izna, along with a BLACKPINK cover of "DDU-DU DDU-DU."

The largest area at the event was occupied by Olive Young Festa Market, where numerous beauty brands gathered. The cosmetics brand Aviv offered a "virtual intern" experience, while another booth featured a block-stacking game to win products from Witch Factory. All participants received samples, and visitors left with large eco-bags filled with free products, according to the media. AI skin scan booths were also popular. Winter Lamila, a 20-year-old fan from Hawaii, said, "If you plan to buy many cosmetics, this service is truly useful." When asked why they prefer Korean cosmetics, Sara Draves stated, "Korean skincare prioritizes overall skin health," while her sister Anna compared, "American cosmetics felt like they just stripped the skin."

Organized by CJ ENM, "KCON LA 2026" was held over three days from the 14th to the 16th at the Los Angeles Convention Center and Crypto.com Arena. This year's event, themed "K-Soul City," expanded beyond K-pop to encompass K-beauty, K-food, and K-story as an urban festival. A newly established "K-Story Zone" featured an open-air screen inspired by Han River outdoor screening culture, along with watch parties involving actors Park Eun-bin, Lee Jun-hyuk, and Lee Sang-hun, and a group singing session called "Sing the Screen." Olive Young Festa served as the title sponsor, with a total of 112 companies and brands participating.

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*This content was translated by AI.