Korea Seoul Anime & Game Industry Chain Pop Culture and Creative Products ExhibitionSeoul POPCON

The Seoul POPCON, Korea’s annual flagship global trade show dedicated to the pop culture and entertainment industries, is one of the largest and most prestigious events of its kind in the region. With an exhibition space spanning 23,000 square meters, the event anticipates welcoming over 380 exhibitors from around the world, including 37% from overseas, representing cultural and creative enterprises across 22 countries and regions in the Asia-Pacific, Europe, and North America.

The audience is divided into two main segments: B2B professional buyers and C2C end‑consumers, with total attendance expected to exceed 42,000 visitors during the exhibition period. Among them, approximately 9,200 are industry professionals—including distributors, IP operators, international channel partners, and brand licensors—representing film and television studios, game publishers, trendy toy brands, cross‑border e‑commerce platforms, and chain‑store retailers of cultural and creative products. The remaining attendees comprise local Korean enthusiasts and fans from neighboring countries, creating a dynamic environment for both business negotiations and consumer market research.

South Korea ranks as the world’s fourth-largest mobile gaming market and is the birthplace of the global webtoon industry. In 2024, the domestic gaming sector generated approximately KRW 23.85 trillion (RMB 109.7 billion), while annual game exports reached US$8.53 billion, with mobile games accounting for 59% of the domestic market share. Meanwhile, console and PC gaming continue to expand steadily, and the esports market has surpassed US$150 million. In the animation sector, South Korea’s webtoon industry posted annual revenues exceeding US$1.5 billion, with NAVER’s webtoon platform boasting 171 million monthly active users worldwide. Many leading webtoon IPs have been adapted into mobile games, animated series, and live-action films, establishing a mature closed-loop ecosystem for IP monetization.

At the policy level, under South Korea’s national cultural strategy, the Korea Creative Content Agency (KOCCA) provides ongoing subsidies and export tax incentives. Small and medium-sized animation and gaming companies can receive up to 50% project funding for overseas expansion, while robust intellectual property regulations ensure the commercial viability of IP assets. On the consumer side, cultural and creative product penetration exceeds 75%, with Generation Z as the primary demographic, favoring games, trendy toys, webtoons, and film‑related merchandise. The industry chain has evolved into a highly specialized system, encompassing everything from original content creation and art outsourcing to IP licensing, derivative product manufacturing, and global distribution, forming a fully industrialized framework. Many domestic firms actively seek high‑quality overseas content, contract manufacturing partners, and strategic IP collaborations, ensuring steady demand for imported games, animations, and related cultural products. As such, South Korea serves as a pivotal hub for cross‑border cultural and creative trade in Asia.

The Seoul POPCON brings together B2B and B2C audiences on a single platform, featuring five signature ancillary programs: a dedicated business‑matching zone, a Creators’ Alley, a Global Cosplay Competition, celebrity meet‑and‑greets, and live esports tournaments, enabling simultaneous professional networking and brand exposure.