San Diego Comic-Con Returns in Full Force as “Avengers: Doomsday” Takes Center Stage, K-pop Joins the Celebration
San Diego- San Diego Comic-Con International (SDCC) kicked off Thursday, July 23, at the San Diego Convention Center and will run through July 26. More than 130,000 attendees are expected to enter the convention over four days, while an estimated 200,000 fans, including those attending off-site events and cosplay gatherings, are expected to fill the area around the convention center.
On opening day, crowds packed the halls and exhibit floors, signaling that the world-famous convention has regained much of its pre-pandemic energy. With highly anticipated Marvel releases including Avengers: Doomsday and Spider-Man: Brand New Day on the horizon, superhero fans are once again showing their excitement.
As one of the largest pop culture events in the world, SDCC has long been a major gathering place for movie studios, toy companies, comic fans, and collectors. After several slower years following the pandemic, attendance and enthusiasm have noticeably rebounded this year, driven largely by anticipation for Avengers: Doomsday, which is expected to be one of Marvel’s biggest releases.
Even on a Thursday workday, the convention floor was crowded, with many booths drawing long lines and packed crowds. Marvel became one of the biggest attractions, while collectible company Sideshow also returned with highly detailed movie character statues and figures that attracted fans and collectors.
Marvel’s “Avengers: Doomsday” Sparks Fan Theories
Avengers: Doomsday is the biggest attraction at this year’s SDCC. Posters and displays for the film are featured throughout the convention area, with a dedicated Marvel exhibit drawing large crowds.
Marvel showcased costumes from several characters appearing in the upcoming film, including a mysterious golden robe belonging to the “Latverian Witch,” a character that has not appeared in previous trailers.
The reveal immediately sparked speculation among fans. In Marvel comics, the Latverian Witch is connected to Doctor Doom, the film’s major villain. Some fans believe the character could be linked to an alternate version of Wanda Maximoff, also known as the Scarlet Witch, who may have been manipulated by Doctor Doom in another universe.
Wanda remains one of Marvel’s most popular characters, although Elizabeth Olsen has not been officially listed among the cast. Fans are now waiting for Marvel’s Hall H presentation on Saturday, July 25, at 5:30 p.m., where more details about the film could be revealed.
The Marvel booth also featured costumes from Thor, Captain America, and the X-Men, all expected to play roles in the upcoming movie. Many fans dressed as superheroes themselves, turning the convention floor into a massive cosplay celebration.
A Real-Life Fantasy World
SDCC has always been known as a “Halloween before Halloween,” with fans transforming into characters from science fiction, horror, fantasy, and animation.
Visitors spotted everything from Star Wars’ R2-D2 to Pixar’s WALL-E moving through the convention halls. Disney’s Star Wars exhibit featured interactive robotic characters that waved and greeted attendees.
Another major attraction was Grogu, the beloved “Baby Yoda” character from The Mandalorian. The interactive robot toy, called Infinity Grogu, can respond to touch with different expressions and movements. The collectible is currently available for purchase at $599, but high demand has pushed delivery times to nearly a year.
K-pop Makes Comic-Con History
This year’s SDCC also welcomed a surprising guest from the K-pop world.
South Korean boy group ENHYPEN, managed by HYBE and often described as a junior group to BTS, appeared at the convention on opening day to promote their vampire-themed animated series Dark Moon.
The series, inspired by the group members, features seven vampire warriors who protect a princess. Its SDCC booth allows fans to explore the characters and storyline, while ENHYPEN members are scheduled to meet fans and sign autographs on Friday, July 24.
ENHYPEN is the first K-pop group to officially participate in San Diego Comic-Con, expanding its influence beyond music into animation and entertainment merchandise.
Chinese Toy Brand 52TOYS Expands Presence
Chinese collectible toy company 52TOYS also returned to SDCC for the sixth time, this year with a larger booth and several exclusive collaborations with U.S. brands.
The company showcased products including Universal’s Minions blind boxes, Disney-licensed collectibles, and an SDCC-exclusive Street Fighter figure set, which quickly attracted collectors and gaming fans.
Another popular theme at this year’s convention is KPop Demon Hunters, the Korean-inspired animated hit that has become a favorite among toy companies. Major brands including Mattel, LEGO, and Sideshow have released merchandise based on the franchise, with products appearing throughout the convention floor.
From Marvel superheroes and Hollywood blockbusters to K-pop and collectible toys, SDCC 2026 has once again become a global celebration of entertainment, creativity, and fandom.
