• The Journal of the Convergence on Culture Technology
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• v.8 no.4
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• pp.213-217
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• 2022

It is a time when a sustainable Korean Culture Festival strategy is needed. The Korean Culture Festival is a Hallyu Culture Festival that comprehensively introduces various Korean cultures such as Korean food, beauty, and fashion with the focus on K content, which has been leading the global craze since 2020. As the core project of the promotion of Neo Hallyu by the Ministry of Culture and Gymnasium, the 2021 Korean Culture Festival, which was based on the World K-Pop concert and the K-Culture Fan Fair, including holding the first face-to-face concert that applied the stage of real-world content after Covid-19, as well as conducting and exhibiting various fan participation challenges, must now make the leap to the global Hallyu Culture Festival. To this end, it can consist of drama, K-pop, K-Culture Fan Fair, K-Meetup, K-Culture Parade, and Awards. This distinction shows a classic festival program centered around the prosumer content that drives the Korean Wave, and in order for this philosophy to be effectively linked to its contemporaries, a Business to Business (B2B) and Business to Consumer (B2C) 'Techtainment Strategy' is needed to acquire potential customers through learned playfulness.