KCON has long been heralded as a Mecca for K-pop fans thanks to its star-studded concert lineups, direct fan-to-artist opportunities, as well as being a one-stop shop for albums, merchandise, and all things K-culture. As Korean-pop culture continues to grow its footprint via idol music (seen by Stray Kids and Jimin of BTS occupying the top 2 slots of the Billboard 200 this week), KCON offers an exciting but safe space to showcase not only what’s trending but what’s coming up in the culture.

“It feels like you’re coming home,” says Keeho, leader of boy band P1Harmony who performed across two days of KCON LA 2024 this year, to Billboard. “It’s really a convention to show off Korean culture and what’s hot and upcoming in Korean culture like K-beauty, music, food. To be able to go there and just be part of that wave of representation, and showcase what’s new, I feel like it’s really really good to take part.”

This year’s KCON LA could very well also lead to more opportunities to expand the culture. Beyond the momentous music moments, Billboard noticed players in the Hollywood, TV, and gaming worlds all engaging throughout the three-day festival. Plus, a newly launched industry party after Day 2’s concert at the Crypto.com Arena boasts the potential to become a must-attend annual networking meetup.

“Subcultures like K-pop and anime are so pervasive it’s now part of mainstream conversation,” says Jenny Zha, a co-founder of Day 13 who hosted the industry mixer that brought out artists, execs, influencers and more.

From whispers inside the Day 13 party about new music, signings, and projects to the private moments shared by artists like P1Harmony, ENHYPEN, ZEROBASEONE, BOYNEXTDOOR, POW and TWS, here are moments from the KCON LA 2024 weekend that you didn’t see.