South Korean alcohol and beverage companies are focusing marketing efforts on attracting Gen Z consumers at the 2024 World DJ Festival (Worldef), held May 13-14 at Seoul Land in Gwacheon. The festival is one of the largest electronic dance music (EDM) events in the country. Companies plan various promotional activities and brand experiences tailored to younger audiences. This strategy reflects a broader industry trend of targeting Gen Z, a key demographic for future growth. The event provides a significant platform for brands to increase visibility and engage directly with potential customers. Details regarding specific company initiatives were not immediately available, but industry analysts anticipate substantial investment in the festival presence. This year’s Worldef is expected to draw a large crowd, offering extensive exposure for participating brands.