Last December 13, the SM Mall of Asia Music Hall was transformed into a vibrant playground for Filipino Hallyu fans. Viu K-LAND Year 2: The Ultimate Hallyu Festival returned with a bang, proving once again that the Philippines’ love for Korean culture has emerged into a lifestyle.
From the moment the gates opened at 11:00 AM, the energy was electric. For fans of K-dramas and K-pop, the event was a dream come true, blending interactive play with a deep appreciation for the artistry behind the “K” wave.
The K-Fan Pass
The festival transformed the venue into an expansive interactive playground where attendees used the Viu app to unlock a K-FAN PASS, serving as a “treasure map” for the day’s festivities. This pass guided fans through a series of tactile and immersive activities, such as testing their luck at the K Charm Catcher claw machine, enjoying colorful sweets at K Fan Treat, and crafting personalized accessories at the K Friendship Bands booth.
Every corner was designed to make fans feel like the main character, whether they were striking a pose at the K Fan Cam or visiting the high-profile Taxi Driver 3 photo op to snap a picture with a life-sized frame of Lee Jehoon. By completing these quests, participants also collected exclusive freebies, official merchandise, and raffle entries for high-end gadgets and premium subscriptions.
A Paradise for Collectors
For those looking to expand their collections, the K-Fan Market did not disappoint. The space was filled with official merchandise, from the latest K-pop lightsticks to iconic drama memorabilia. The community spirit was further highlighted by booths from Haeiness PH, KOPFA, and UP Arirang, where fans could even try on traditional Hanboks, bridging the gap between modern pop culture and traditional Korean heritage.
The center stage on fire
Viu K-LAND Year 2 offered a unique “K-Education” through a series of expert-led workshops that bridged the gap between Korean trends and Filipino culture. In the realm of food and beauty, Chef Kalel Chan demonstrated how to infuse Korean classics like tteokbokki with a local Filipino twist, while celebrity makeup artist Janica Cleto—known for her work with stars like BINI—shared professional secrets for achieving the perfect “K-glam” look.
The educational experience extended to style and industry insights as Gee Jocson used live models to showcase the evolving versatility of K-style, followed by Happee Sy-Go of PULP Live World, who provided a rare look at the logistics of bringing global idols to the Philippines. These sessions culminated in the powerful observation that P-pop is now rapidly catching up with K-pop, highlighting the growing synergy between the two music industries.
High-Octane Performances
As the sun set, the stage ignited with talent. University cover groups like Aja Idols and UP Arirang kept the crowd cheering with high-energy medleys of hits from SEVENTEEN and NewJeans.
The climax of the afternoon featured P-pop powerhouse VXON. Their performances of “The Beast” and “Saksak Sa Puso” brought the house down, proving that the local music scene is evolving into a force of its own while still drawing inspiration from the global Hallyu phenomenon.
As the festival came to a close, it was clear that Viu K-LAND showcased the creativity and passion of the Filipino fandom. Whether you were there for the food, the fashion, or the music, the message was pretty clear that the “K-spell” is here to stay, and it has never felt more like home.
Read: K-Land 2024
