The list of artists who will perform during the event is kept strictly secret, but as Business Insider Polska learns, it will include not one, but several top-tier K-pop stars popular around the world from the top of the genre.
South Korea, which is gaining influence all over the world with its soft power in the form of culture, is also conquering Poland. In November, she opened a government entertainment agency in Warsaw – KOCCA (official name is Korea Creative Content Agency). Its budget in 2025 alone is approximately six trillion won, or the equivalent of PLN 16.5 billion – it plans to leave part of this amount in our country.
Read also: The Koreans entered Poland. They have billions and want to conquer our market
The biggest stars on stage
A K-pop festival will be held on September 4 and 5 in Katowice. It will take place at the Katowice-Muchowiec airport, a place known for organizing large mass events.
Although the organization of the event has been kept secret until now, preparations for it have been going on for three years. The organizers signed an agreement with one of the largest Korean media companies, which guarantees the participation of top K-pop artists. The official announcement of specific companies, bands and artists will take place in a few weeks.
According to information from Business Insider Polska, these will be Korean stars of global format, whose tickets sell out in a few minutes or hours.
However, not only representatives of the world of music will appear on stage, but also famous figures from the world of K-dramas, including actors from internationally awarded film productions. This is intended to expand the scope of the event, making it a comprehensive celebration of Hallyu culture.
Before the September event, there will be another, smaller festival, held earlier in August. We will learn its details soon.
The organizers estimate that both festivals will attract a total of at least 200,000. participants, about half of whom will come from outside Poland.
In addition to the ticketed, closed concert zone, participants will be able to use the open and free Festival Town. This space is intended to be accessible to everyone and create an opportunity to experience Korean culture even without purchasing a ticket.
A billion-dollar business
The interest in the event should not be surprising. The Polish Hallyu fandom numbers as many as 4.7 million people, which constitutes a huge market potential for companies and businesses.
We asked the head of KOCCA why Korea is choosing Poland. — Poland has huge potential – especially in the games and animation industry, but also in films and musici. It is very famous for its high level of creativity in these sectors. (…) — We want Poland to become a hub connecting Central and Eastern Europe with East Asia — said Iljoong Kim, head of the agency in Poland, in an interview with Business Insider.
It's a mistake to belittle the K-pop industry because it's just a huge business. The global market for K-pop events in 2024 reached a value of $14.28 billion. Forecasts indicate an increase to USD 22.91 billion. by 2030 with an average annual growth rate of 8.2%.
The proof is the gigantic income that the South Korean boy band BTS is expected to generate upon its return. Estimates say the equivalent of PLN 20 billion – and this is not only about ticket revenues. For comparison, it is over 7 percent. Poland's budget holes in 2025
As Business Insider Polska found out, the organizers of events for spring 2027 have planned a big surprise for K-pop fans.
Author: Natalia Szewczak, journalist and editorial secretary of Business Insider Polska. Contact: [email protected]
