People taking part in a traditional pitch-pot game (Tuho) at an interactive K-webtoon exhibition booth. Participants aim arrows toward golden pots set in front of a wall featuring comic panels with speech bubbles and a clock graphic displaying Russian text.

South Korea showcases webtoons and K-pop performances at Astana Comic Con 2026 in Kazakhstan.

South Korea Takes Webtoons, Music IP to Central Asia's Comic Con

Seoul looks to Kazakhstan’s growing pop culture scene to convert local fandom craze into long-term commercial engagement.

12 AUG 2026, 08:00 AM

Highlights

South Korea showcased its comics and live performance talent at Astana Comic Con in Kazakhstan from August 6–9.
The event provided Korean creators an opportunity to generate audiences for their intellectual properties in Central Asia.
The push comes as Seoul is looking to tap into emerging overseas markets owing to the growing global fan base for Korean content.

South Korea’s state cultural agency showcased its television-linked webtoons and live music assets at Central Asia’s largest pop culture convention which took place around August 6 to 9, 2026, aiming to regionally anchor Korean entertainment exports in Kazakhstan.

The regional Korean Cultural Center reportedly ran a multi-zone installation across the four-day Astana Comic Con, which took place at Alau Ice Palace and Barys Arena. Established in 2019, the event brought in over 75,000 attendees this year, as per Kazakhstan Today, thus offering South Korea with a well-known platform to market consumer media in the region.

Webtoon Behind the K-Drama ‘Lovely Runner’ Leads Kazakhstan Push

The Korean pavilion at the Astana Comic Con focused on digital comics, running an interactive format. The visitors could experience webtoon exhibits, traditional games, and apparel displays. Major promotional efforts centered around The Best of Tomorrow (a.k.a Tomorrow’s Best), the digital comic that served as the core inspiration for the K-drama named, Lovely Runner. Character exhibitions were paired with localized marketing, using the adaptation's established viewership to drive engagement for both the products.

A scene from 'Lovely Runner' set in the pouring rain in front of a blue house gate framed by orange flowers. A high school girl wearing a uniform and white backpack holds a bright yellow umbrella over a young man wearing a black cap and blue windbreaker who is holding a cardboard parcel

K-drama 'Lovely Runner' adapted from webtoon 'Tomorrow's Best,' which is also known as 'The Best of Tomorrow.' Photo courtesy: CJ ENM.

Korea Day Brings K-pop to Astana Comic Con 2026

Apart from intellectual property displays, organizers set up live performances, designating August 8 as "Korea Day." The program featured choreography masterclasses led by Jay Kim, an alumnus of Seoul-based dance agency 1MILLION.

A large group photo of attendees posing with dance instructor Jay Kim following a K-Pop Academy master class. Participants of various ages are gathered in rows, many making hand-heart gestures toward the camera in front of a backdrop banner reading 'Jay Kim Master Class,' with several holding black K-Pop Academy t-shirts.

Jay Kim at Kazakhstan's Astana Comic Con 2026. Photo courtesy: Astana Comic Con 2026

On August 9, K-pop girl group Kandis ended the pavilion showcase with a concert and fan signing event. The group reportedly held an existing fanbase in the country by appearing on the Kazakh television broadcast Silk Way Star.

Four members of a girl group holding microphones on a stage during a performance at Astana Comic Con. They stand side-by-side wearing stylish casual outfits—including light jeans, asymmetric skirts, black platform boots, and striped tops—set against large background LED screens displaying colorful event graphics.

K-pop girl group Kandis at Kazakhstan's Astana Comic Con 2026. Photo courtesy: Astana Comic Con 2026

“The festival confirmed the strong interest among young people in Kazakhstan in Korean popular culture, including webtoons and K-pop,” said Koo Bon-cheol, director of the Korean Cultural Center in Kazakhstan, as noted by The Korea Bizwire. “We hope cultural exchanges between the two countries will continue to expand.”

K-content Makes a Mark in Central Asia’s Emerging Market

The state-backed presence in Astana comes as Korean media exports grow outside its usual East Asian and Western strongholds. According to The Times of Central Asia, organized Korean pop culture fan networks grew to 225 million members across 119 countries by the end of 2023.

By bringing in the digital as well as live performance prowess directly into one of Central Asia’s primary pop convention circuits, South Korea is making a massive move to capture consumer interest in this emerging regional entertainment market.

Diya Mukherjee

Author

Diya Mukherjee is a Content Writer at Outlook Respawn with a postgraduate background in media. She has a passion for writing content and is enthusiastic about exploring cultures, literature, global affairs, and pop culture.