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New Culture in Korea : PSY 'Summer Swag'
During this summer, you're likely to come across numerous Instagram stories featuring festival-goers donning blue attire.
This trend was inspired by none other than Psy's iconic "Summer Swag" Concert.
Having been running for over a decade, Psy believes that when a concept stands the test of time, it transforms into a distinctive style, and as that style continues to endure, it eventually becomes part of the culture.
Since 2011, PSY has been hosting his "Summer Swag" concerts annually, typically scheduled between July and August.
These concerts have been a consistent tradition, except for a few years when they had to be suspended due to the Covid-19 pandemic.
The tour takes place across the country, commencing in Busan and making stops in significant cities like Daegu, Gwangju, Daejeon, and, naturally, Seoul.
These concerts require special equipment to be set up, as PSY incorporates a unique element where attendees are sprayed with water while he delivers his electrifying performance.
According to the singer himself, PSY organizes and performs in these concerts with a profound desire to witness people having a great time and experiencing happiness.
He drew inspiration for the "Summer Swag" concerts from Korea's World Cup street cheering matches, which sparked the idea to create a similar festive atmosphere.
These concerts maintain a dress code, akin to the street cheering events, where attendees all don a specific color, blue, uniting as they sing along to the songs.
Another noteworthy aspect is the guest appearances.
Every year, PSY has spiced up the concerts by inviting different guests to add excitement to the show.
Last year, SUGA even made an surprise appearance on stage.
During Summer Swag 2022 concert in Seoul, he joined PSY on stage just before they performed their collaborative track "That That (prod. & feat. SUGA of BTS)."
Together, they delivered an unforgettable performance of the song.
This year, Singer Jessi took the stage and delivered captivating performances of her songs, including "Nunu Nana" (2020).
Notably, she was once represented by P NATION, the entertainment company established by Psy in 2019.
Additionally, K-pop girl group MAMAMOO's member, Hwasa, enchanted the audience with her mesmerizing rendition of "Twit" (2019), among other songs.
The surprise of the night came when Hwasa and Psy signed an exclusive contract on stage, officially marking her as a singer under P NATION.
For those who are curious about experiencing his "Summer Swag" but may not be fully ready to commit, PSY suggests starting by attending local university festivals.
He has become a beloved figure among universities due to his vibrant energy and infectious spirit.
PSY expressed his desire to create a positive cycle where fans attend university festivals first and then return to enjoy his "Summer Swag" concerts, fostering a mutual exchange of enjoyment and excitement.
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