[3][4][5] KOCCA, along with support from the Ministry of Culture, Sports and Tourism, followed up with the SXSW KPNO after hosting one at Marché International du Disque et de l'Edition Musicale (Midem), held in Cannes, France; with the purpose of encouraging exports of Korean music and K-pop in particular.

[6] During the five days of the SXSW music festival, bands (about 2,200 in 2012) are spread out over venues (about 100 in 2012) in downtown Austin's nightclubs and street stages;[7] described as an experience where fans meet musicians close-up, without special effects.

[25] Kiha & The Faces were scheduled, but could not make it, and replaced by Hollow Jan.[15][26][27] Reporter August Brown of the Los Angeles Times described the KPNO showcase as "one of the club-circuit's hotter tickets.

"[28] Lady Gaga created a stir when she attended the set for Jay Park, causing media to conjecture whether she had been scouting possible opening acts for her ArtRave: The Artpop Ball tour, after she signed on Crayon Pop.

[32][33][34] Prior to the concert, Crayon Pop filmed on Austin's streets,[35] and Epik High's Tablo told Billboard K-Town journalists they were excited for their first U.S. tour since 2009.

[38] A reviewer commenting on the typical cynicism SXSW attendees sometimes feel about "buzz-bands", like Epik High, noted the awed reactions of "those new and unfamiliar to Korean popular music".

[54] KPNO '17 was held on March 17, for a second time at The Belmont, with artists Big Phony, Galaxy Express, No Brain, MFBTY (Tiger JK, Yoon Mi-rae and Bizzy), Hyolyn of Sistar, and Red Velvet,[55][56] with about 2,500 in attendance.

"[12] The meet-and-greet artist experience included a "MU:CON K-Pop Industry Party,"[59] and media contacts with Big Phony,[60] Galaxy Express,[citation needed] Tiger JK, Yoon Mi-rae,[61] and Red Velvet.

[62] Red Velvet received fan gifts onstage, including a can of her favorite Pringles for Seulgi,[64] and Yeri, who had researched Texas online, said in an interview that she hoped to have time to eat steak before leaving.

"[71] And the Los Angeles Times said of Hyuna's set, "...the very polyglot crowd at her short but packed-out showcase implied that K-pop has crossed the finish line into an established genre in America.