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KT&G (CEO Bang Kyung-man) successfully concluded the “2026 KT&G SangSang Festival Chuncheon,” held April 11–12 at SangSang Madang Chuncheon. The SangSang Festival is a cultural event where visitors can enjoy live performances by a diverse lineup of musicians alongside various arts and cultural programs. Since its launch in 2012, the event has run for 13 editions, drawing significant public interest. This year alone, approximately 19,000 people attended. Under the slogan “We Dream the Same Dream,” the 2026 festival created a space for artists and audiences to connect through music, fostering unity across generations and communities. The festival featured performances by leading Korean musicians, including Chang Kiha, Car the Garden, Nerd Connection, and 10CM, delivering dynamic and engaging stages. In addition, a total of 30 acts, including emerging artists discovered through KT&G SangSang Madang’s music support programs such as “Band Discovery,” took part, further energizing the festival atmosphere. A key feature of the 2026 event was its focus on interactive content, enhancing on-site engagement for visitors. Various programs, including raffles and treasure hunts, as well as hands-on activities such as face painting and T-shirt painting, were offered to create an environment where attendees could actively participate and enjoy the experience. Shim Young-ah, Director of ESG Management at KT&G, stated, “The SangSang Festival has grown into a signature cultural event representing Chuncheon, built on more than a decade of collaboration with the local community. KT&G will continue to support emerging artists and contribute to regional cultural development through its cultural platform.” KT&G SangSang Madang serves as a multifaceted cultural and artistic space, supporting the creative activities of emerging artists while offering diverse cultural experiences to the public. Since its online launch in 2005, the platform has expanded to five locations, including Hongdae, Nonsan, Chuncheon, Daechi, and Busan, contributing to the development of regional culture and the broadening of cultural and artistic engagement.