G-Star

G-Star is South Korea's flagship game trade show, but the 2026 edition is making a bigger claim than that. The event at BEXCO in Busan is being positioned as a wider content market that can hold games, AI, webtoons, conference programming, and lifestyle-facing brand spectacle in the same frame.

That shift matters because it responds to real pressure inside the local games business. With several top Korean publishers missing from the early public exhibitor lineup, G-Star is leaning harder into format rather than raw booth scale. The 2026 show uses Wrtn and its story-driven AI platform Crack as headline signals that narrative, fandom, and technology now matter as much as traditional floor traffic.

G-Star still sits inside the games industry, but its current strategy is broader. When a convention starts using webtoon creator Lee Dong-geon for its key visual and talks openly about reaching comics and content audiences, it stops reading like a narrow expo and starts reading like a live test of Korea's next convergence market.