[Edaily Reporter LEE SEON-WOO ] “2026 Content Universe Korea” will open on the 16th at the Goyang Flower Exhibition Hall in Ilsan Lake Park, Goyang, Gyeonggi Province. Running through the 17th, the event’s theme is “The Infinitely Expanding Content Economy: Connecting Creators, IP, and Fandom.” Unlike previous events that focused on artificial intelligence (AI) and immersive technologies, this year’s event centers on the process by which content is monetized and becomes an industry. Over the two days, attendees can enjoy a diverse range of programs at the venue, from a series of lectures by domestic and international experts to pop-up stores, media art, and other exhibitions and hands-on experiences.

◇“Find the Value of Content in the AI Era Through ‘Relationships’”
The highlight of the relay lectures by 24 domestic and international experts is the keynote session, which will follow the opening ceremony on the morning of the 16th. The speakers include Bruno Lobrich, a professor at De La Salle University in the Philippines; Atsuo Nakayama, a sociologist specializing in entertainment; Seo Woo-seok, CEO of BeMyFriends; and Lee Yoon-kyung, Director of the Content Research Division at the Korea Culture and Tourism Institute.
The solution for the content business in the AI era presented in the keynote speeches is “building relationships.” The argument is that just as AI has transformed the environment for content production, distribution, and consumption, the way we make money must also change. Rather than simply “increasing the number of users” who just watch and move on, the focus should be on “increasing the number of participants” who recreate, share, and enjoy content together.
Professor Lovrić, the first keynote speaker, focuses on the process by which content crosses borders, is translated, and is reinterpreted. Citing the example of Dubrovnik, Croatia—which saw a surge in tourists after it served as a filming location for the drama “Game of Thrones”—he raises the question: “What kind of relationships should we build?” rather than “How can we increase consumption of K-content?”

Dr. Nakayama, an entertainment sociologist and CEO of Re-Entertainment, examines Japan’s content industry, which has risen to become the country’s second-largest export sector after the automotive industry. In line with the shift in content consumption trends from “watching” to “experiencing,” he plans to introduce the case of AK Plaza in Hongdae, Seoul, which has grown its sales from around 20 billion won to 98 billion won over the past five years by featuring a Japanese IP (intellectual property) shop.
CEO Seo Woo-seok focuses on “superfans” rather than mere “followers” tied to platforms. He plans to address various issues, including the increased value of genuine fans driven by AI technology and ownership of fan data. Next, Division Head Lee Yoon-kyung will address the challenges that the shift to AI poses for the domestic content industry. Amid reliance on overseas platforms and AI technology, she will explore ways to accumulate the approximately 19 trillion won in content export revenue as an asset for the domestic industry. She will also examine the issue of protecting the rights of creators and fans in the AI era.

◇From Local and K-Content to the Greater China Market
A special lecture examining K-content and the massive Greater China content market will follow. On the 16th, Professor Ahn Sung-beom of Kyung Hee University (Director of the K-Culture & Story Content Research Institute) will assess the current state of K-content—including music, films, dramas, variety shows, and webtoons—and highlight pressing challenges such as a shortage of performance venues, IP sovereignty, and the protection of creators’ rights in the AI era. On the 17th, Lee Byung-kyu, CEO of Rajen Entertainment—who led the licensing of “Pororo” in China—and Taiwanese comic master Lin Zhengde will engage in a discussion on strategies to reopen the Greater China market through AI collaborations and super IPs following the “Ban on Korean Content.”
In addition to major global IPs, field experts who have transformed local stories and cultural heritage into content businesses will also take the stage. Cha Sang-hyuk, a “Tourism Dure” Program Director for the Jeonnam-Gwangju Metropolitan Region at the Korea Tourism Organization, will present the case of Seoro Village in Yeonggwang County, where 54 residents transformed a closed school into a multi-purpose cultural space that attracts approximately 20,000 visitors annually.

Next, Lim Hyun-cheol, Chair of the Goyang Bab Halmeoni Preservation Committee, will unveil the “Bab Halmeoni Content Universe Project,” which aims to expand the legend of “Bab Halmeoni”—a figure from the Imjin War who is said to have helped secure the victory at the Battle of Haengju by carrying stones in her Haengju skirt—into films, webtoons, and musicals. Lee A-ri, CEO of Glocal Town, will discuss the process of transforming Eumseong, Chungcheongbuk-do—a former industrial town—into a “pilgrimage site for local travel,” as well as how the organization trained 13 foreign residents from six different countries to become local guides.
On the afternoon of the 17th, a talk concert featuring popular influencers will also take place. Four speakers—including “Shinsama,” who has 16 million TikTok followers, as well as traditional Korean medicine doctor Jeong Dae-jin, Crystal Lee, and Jak-sim-man-il—will share their growth experiences and monetization know-how.
Lee Sang-yeol, Director General of the Goyang International Expo Foundation, said, “This year, we’ve maximized the on-site experience so that visitors don’t just watch and listen to the lectures and exhibitions, but can actively enjoy and participate in the entire program,” adding, “It will be an opportunity to explore both the theory and practice of the content economy.”

◇Scan the QR code and pre-register for free admission and a chance to win prizes
The participation fee for “2026 Content Universe Korea,” held over two days on the 16th and 17th, is 10,000 won per person. Those who pre-register by 5:00 p.m. on Thursday, the 15th—one day before the opening—can attend for free. Pre-registration is available through the “Registration-Registration Guide” menu on the event website. For group visits, please contact the secretariat separately.
A prize giveaway offering international airline tickets and hotel/resort stays will also be held for pre-registered attendees. On the afternoon of the 17th, six pre-registered attendees present at the venue will be selected by lottery to receive prizes, including round-trip tickets on T-Lion Airlines from Incheon to Bangkok (two tickets per person), a three-night stay for two at the Magellan Sutra Resort in Kota Kinabalu, Malaysia, a two-night stay for one at the Hyatt Regency Qingdao in China, and a 50,000-won Starbucks gift card.