CJ ENM has appointed ALPHA DRIVE ONE, a global artist who achieved multi-platinum status upon debut, as the K-BEAUTY messenger for 'KCON LA 2026,' which will be held from August 14-16, 2026, at the LA Convention Center and Crypto.com Arena in the United States. Under the theme 'FIND YOUR SIGNATURE GLOW,' ALPHA DRIVE ONE will provide various pre-event content to help global fans discover their own radiant appeal. This role complements the K-STORY messenger by actor Park Eun-bin and K-FOOD messenger by chef Edward Lee, establishing KCON as a comprehensive cultural platform centered on K-pop that showcases the entire K-lifestyle experience. KCON, which launched in 2012, has been held across 14 regions worldwide including Asia, the Middle East, Europe, and the Americas as a major global Korean cultural festival.