The Milk + Cookies Festival is returning to South Africa in 2027, with events scheduled to take place in Cape Town on January 29 and Johannesburg on January 31. The festival will bring together music, food, fashion, art, and design, following the success of its previous two editions in the country. In 2025, the festival made its South African debut, headlined by Haitian-Canadian producer Kaytranada, and attended by 20,000 people.
The 2026 edition of the festival featured Atlanta rapper Gunna as the headliner, with over 30,000 people attending across the Cape Town and Johannesburg events. This edition also included two weeks of Milk + Cookies Music Week programming, featuring more than 50 local and international artists. According to organisers, the 2026 edition supported over 3,500 jobs, including roles for production crews, vendors, venue staff, and hospitality workers.
The festival's approach to booking artists is unique, with organisers selecting acts based on the audience and atmosphere they want to create, rather than a specific genre. This approach has been reflected in the campaign line, "Never the same sound, always the same feeling." The phrase has appeared on mysterious posters across parts of Cape Town and Johannesburg, generating buzz for the festival.
Chase Freeman, Head of Marketing at Milk + Cookies, explained that the festival's booking process is focused on creating a specific atmosphere, rather than adhering to a particular genre. He stated that the team books artists based on the audience and atmosphere they want to create, rather than a specific genre.
The festival will once again extend beyond its main stages, with music, food, fashion, art, and design forming part of a wider programme. Panels, workshops, pop-ups, and parties will run alongside the festival, featuring South African artists, creators, venues, and partners.
Milk + Cookies co-founder Kevin Reese noted that the festival's relationship with South Africa has influenced how it operates internationally. He stated that the team came to South Africa to put on a show and found that it changed how they approach the festival globally.
The full line-up for the festival is yet to be announced, with South African artists to be revealed first, followed by the festival's international headliner. The Milk + Cookies Music Week programme is expected to be confirmed in the coming weeks.
Key points
- The festival will take place in Cape Town on January 29 and Johannesburg on January 31, 2027.
- The 2026 edition of the festival supported over 3,500 jobs and featured over 50 local and international artists.
- The festival's approach to booking artists is based on creating a specific atmosphere, rather than adhering to a particular genre.
