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KCON to Launch in Abu Dhabi

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2016.02.03 17:23 Mwave Kim, JiYeon

KCON, the world′s largest K-Culture festival, will be heading to the Middle East for the first time ever this year.

This year, CJ E&M will be holding KCON, which launched in the U.S. and Japan, in the Middle East, an emerging hallyu market. KCON, which is in its fifth year, will hold a convention and concert at the Du Arena in Abu Dhabi.

KCON to Launch in Abu Dhabi

Continuing on from last year′s KCON LA, KCON NY and KCON Japan, the festival hopes to bring Korean culture to a wider audience this year.

By launching KCON in countries all around the world, CJ E&M is advancing into the global market to enable the world audience to watch Korean programs and films, listen to K-Pop and eat Korean food as part of CJ Group′s goal of taking off as a global Top 10 culture company in 2020. Small and medium sized businesses are also planning to spread their brand globally through KCON.

As the first KCON in the Middle East market since economic sanctions in the region were lifted, KCON 2016 Abu Dhabi is expected to provide a space for Korean corporations to reach out to the locals.

Following KCON 2016 Abu Dhabi, KCON 2016 Japan will take over Japan′s largest convention center, Makuhari Messe, for two days on April 9 and 10. The festival has been extended to two days with two concerts this year due to attendee and participant satisfaction last year.

Every year, KCON, which began in California in 2012, attracts more than double the amount of attendees from the previous year, demonstrating a ripple effect. The festival began to expand in earnest last year, holding KCON Japan in April, KCON LA in July and KCON NY in August and drawing 90,000 hallyu fans. KCON was also held on Jeju Island in November, drawing domestic and foreign tourists.

CJ E&M stated, "As we expand to the Middle East, an emerging market, this year, we will take into account the local characteristics, culture and industry to present a localized KCON. The reason we challenge ourselves with a new market every year is because the group′s strong investment commitment in the culture industry and confidence in hallyu′s national economic value."

More than just a festival, KCON is a convention-style festival that enables attendees to experience Korea′s vast culture through services, the incorporation of the product market, K-Pop, K-Drama, K-Beauty, K-Food and more.

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