It's literally in the README...
• Less syntactic noise, more intuitive look.
• Allow comments and trailing commas.
• Write KEON almost like you write Rust:
- Humanized optional type annotation.
- Distinguishable between tuples and lists (seqs).
- Arbitrary type as dictionary (map) keys.
...
• Shorthand for newtypes.
• Support use Base64, Base32 and Base16 to represent bytes.
• Provide paragraphs may be helpful when writing something by hand.
JSON is pretty terrible. Its only real pro is the fact that it is widely used.