Korean popular culture added a different rhythm to New York City this month as K-Trot stars Jang Min Ho, Cheon Rok Dam, Kim Yong Pil and Na Tae Joo lit up massive digital billboards in Times Square in celebration of the 81st anniversary of Korea’s Liberation Day.
The August 13 campaign placed one of Korea’s signature music genres in one of the world’s most visible cultural crossroads, introducing countless visitors to K-Trot while building anticipation for the upcoming NOM.NOM.NOM SHOW in Los Angeles.
From Korea to Times Square
While K-Pop has become a global phenomenon, trot has its own deep roots in Korean popular culture. Known for expressive vocals, emotional storytelling and melodies that can combine traditional Korean sentiment with contemporary production, the genre has long attracted devoted audiences in Korea.
A new generation of performers and listeners is now helping expand trot’s reach.
Seeing Jang Min Ho, Cheon Rok Dam, Kim Yong Pil and Na Tae Joo displayed across Times Square represented more than a promotional moment. The campaign positioned K-Trot before an international audience and offered travelers and New Yorkers a glimpse at another dimension of Korea’s music scene.
The Times Square displays also promoted the performers’ next major U.S. stop: Los Angeles.
NOM.NOM.NOM SHOW Brings a Premium K-Trot Experience to Los Angeles
The NOM.NOM.NOM SHOW is scheduled for September 25 and 26, 2026, inside the Grand Ballroom of the InterContinental Los Angeles Downtown.
Featuring Jang Min Ho, Cheon Rok Dam, Kim Yong Pil and Na Tae Joo, with Kim Woo-Joong serving as MC, the production is being designed as more than a traditional concert.
Guests can expect live K-Trot performances combined with dinner and an upscale gala atmosphere inside the hotel ballroom, creating an entertainment experience where Korean music, hospitality and culture share the spotlight.
The timing adds another cultural layer. The performances coincide with the period surrounding Chuseok, one of Korea’s most significant traditional holidays, giving Korean and Korean American families in the United States another opportunity to gather around music and cultural traditions.
Veteran Korean actor Jung Joon-ho has also voiced his support for the performers’ U.S. expansion. In a congratulatory video for the project, Jung playfully described Jang Min Ho as “the cool and handsome one,” Cheon Rok Dam as “the one who is good at everything,” Kim Yong Pil as “the romantic and gentle one,” and Na Tae Joo as “the one who flies above those who run.”
For Kim Yong Pil, seeing the campaign reach Times Square made the international moment particularly meaningful.
“To be featured in a place where people from around the world gather is both humbling and an honor,” Kim said while discussing preparations for the Los Angeles performances.
Music Meets Community Giving
The project will also extend beyond entertainment.
Organizers plan to donate all proceeds from sales of a commemorative photobook featuring the four K-Trot performers to the Skid Row Running Club, the Los Angeles nonprofit founded in 2012 by Los Angeles Superior Court Judge Craig Mitchell.
The organization uses running and community activities to support people experiencing homelessness, individuals recovering from substance addiction and formerly incarcerated participants as they work toward improved health, social connection and new beginnings.
The limited-edition photobook, photographed by Ji Young-bin at Lord & Tailor in Seoul, will also be presented to VIP guests.
Official sponsors Egg Cosmetic, operator of K-Beauty brand houry, and Korea Agriculture Corporation, producer of the Golden King potato variety, are participating in the community-focused initiative as well.
Another Korean Music Genre Looks Toward the World
The Times Square campaign arrives during an interesting period for Korean entertainment, when global audiences are increasingly exploring genres and cultural experiences beyond mainstream K-Pop.
For LV NEXUS CEO and NOM.NOM.NOM SHOW executive producer Park Sun-joo, the goal is to connect those worlds.
“We wanted to create a meaningful project that begins with introducing K-Trot in New York’s Times Square and continues through the Los Angeles performances and community giving,” Park said.
LV NEXUS is also looking toward the next generation through KPS, K-POPUP SCHOOL, an educational program incorporating vocals, dance, songwriting, music production and AI-supported vocal technology for young students.
Together, the Times Square campaign, Los Angeles performances and education initiatives illustrate a broader ambition: taking Korean creativity beyond geographic and generational boundaries.
For K-Trot, the neon towers of Times Square may have been only the opening act.
NOM.NOM.NOM SHOW
Dates: September 25–26, 2026
Venue: Grand Ballroom, InterContinental Los Angeles Downtown
Performers: Jang Min Ho, Cheon Rok Dam, Kim Yong Pil and Na Tae Joo
MC: Kim Woo-Joong
Official Website: www.nomnomnomshow.com
Inquiries: Info@nnnshow.com