Saudi Arabia's General Entertainment Authority hosted the KCON festival, which is one of the largest Korean cultural festivals. The event is aimed at promoting international cultural exchange and achieving the goals of the Saudi Vision 2030 under the umbrella of the Ministry of Culture. The festival concluded with the performances of 14 Korean groups and a related exhibition that focused on Korean culture. On the first day, a number of famous Korean groups participated, including E: U, Sihyeon, Mia, Onda, Aisha, Yiren, HIGHLIGHT, KARD, and Ha Eun-young. The festival also featured the singer Hyolyn, who was a former member of the K-pop group Sistar.