The first day of KCON LA is off and running almost as soon as one enters the LA Convention Center. Truly, there isn’t a moment to catch one’s breath once the weekend begins in earnest. In the early evening on Friday, August 18, the folks of MACG Productions present the ASSA Awards, a ceremony derived from their brilliant minds to recognize the content creators that have kept the fervor for Korean culture alive and relevant in an ever-widening audience’s consciousness.