CJ ENM is introducing the global ambassador system for the first time at the global K-festival 'KCON.' The first ambassador selected is Seong Hanbin, a member of the group ZEROBASEONE. Seong Hanbin will play a role in promoting the identity and core values of the K lifestyle, including K-POP, K-beauty, K-food, and K-content, to the world.

Seong Hanbin will participate starting with 'KCON Japan 2026,' held from May 8 to 10 in Chiba Prefecture, Japan, and continue through 'KCON LA 2026,' held from August 14 to 16 in Los Angeles, USA. As the representative face of KCON, he will showcase the diverse appeal of the festival created by global K-POP fans and artists to the world.

ZEROBASEONE is a group that has achieved six consecutive million-selling albums since their debut and is the first 5th generation group to surpass 9 million cumulative sales. Seong Hanbin said, "'KCON' was a turning point where ZEROBASEONE first performed on stage for global fans," adding, "I am grateful to be part of it as the first ambassador. I will play a role in connecting Korean culture and global trends beyond generations and tastes."

Since its start in Irvine, USA, in 2012, 'KCON' has been held in 14 regions worldwide, including Asia, the Middle East, Europe, and the Americas. It has established a festival model that combines culture centered on music with K-beauty, K-food, K-content, and more, with an accumulated offline audience of about 2.23 million.

Seong Hanbin has been active as an MC on various programs and award shows, including Mnet's 'M Countdown.' Expectations are high for his activities as an ambassador. ZEROBASEONE is also included in the artist lineup for 'KCON Japan 2026.'

'KCON Japan 2026' will feature artists covering a wide spectrum of K-POP, providing richer performances and special experiences for fans worldwide. As KCON's first ambassador, Seong Hanbin plans to experience and share Korean culture and global trends while creating new memories.

CJ ENM's introduction of the global ambassador system is expected to strengthen KCON's identity and contribute to widely promoting Korean culture worldwide. Seong Hanbin's role will be crucial in realizing KCON's vision and goals.