Popular K-pop girl band NewJeans recently performed at Korea University's festival in Seoul on May 26. However, local universities have come under scrutiny for instances of ticket scalping by students who are selling tickets to K-pop concerts held as part of the school festivals to non-students. The festival, typically held in May and June, features various activities such as sports games, club performances, and K-pop concerts, with universities vying to secure popular acts in order to enhance their reputation and draw a larger audience. This year, several universities, including Yonsei University and Korea University, featured K-pop bands like Ateez, Ive, Itzy, and Riize at their respective festivals. The ticket sales and alumni donations cover the expenses of hosting these concerts, with some colleges offering free admission due to financial support from the school and donations from graduates. Despite the relatively low ticket prices compared to typical K-pop concerts, some students have been reselling tickets at significantly inflated prices, prompting criticism and concerns about the focus shifting away from traditional festival activities towards K-pop performances. Additionally, measures have been implemented by schools to address the issue of ticket scalping, such as the introduction of unique ticket numbers, digital tickets, and stringent identification checks to prevent non-students from attending the concerts. These efforts aim to deter unauthorized ticket trading and ensure that the festivals remain primarily for the benefit of students and alumni. Despite these challenges, the popularity of K-pop continues to attract a wide audience to university festivals, raising questions about the balance between offering engaging experiences for students and maintaining the integrity of the events.