The Rise of K-pop

Photography by Chi Tran

Bright flashing strobe lights, bass levels loud enough to feel within your bones and the deafening screams of thousands upon thousands of people within a stadium: Concerts are an experience that one will never forget in their lifetime. No concert experience is like another, but those that exceed your wildest dreams and leave you violently sobbing at the end are few and far between. Yet, that was exactly what thousands of fans experienced after a two and a half-hour long concert by the international sensation, BTS. K-pop concerts exude a visual grandeur and experience akin to some of the biggest Western artists such as Beyoncé. But before knowing how groups such as BTS have now become household names that consistently sell out large stadiums such as New York’s Citi Field and London’s Wembley, we have to take a deep dive into what K-pop is and how it’s taken the world by storm.

Now in 2020, the billion-dollar industry is host to hundreds of K-pop groups under large and small entertainment companies, all vying for a spot in the global audience’s eyes.

By definition, K-pop stands for Korean Pop music. Today’s style of K-pop is a fairly new form of music created around the 1990s that was influenced by Western music and pop groups. K-pop is an umbrella term that includes many styles and genres of music such as hip-hop and rock. The majority of performers within the K-pop genre are K-pop groups made up of male and female “idols,” the first of which was believed to be Seo Taiji and Boys who debuted in 1992.

Now in 2020, the billion-dollar industry is host to hundreds of K-pop groups under large and small entertainment companies, all vying for a spot in the global audience’s eyes. Unlike other musicians and bands within Western industries, Korean idols and groups are often marketed as “perfect” individuals. Each group is made up of members who hold positions of singer, dancer, rapper or visual.

K-pop sets itself apart from other styles and forms of music as it is not only an auditory experience but also heavily relies on its visual components. Each K-pop group is styled to perfection with intricate choreography that mesmerizes the audience. With the meticulous execution of addicting beats and visually pleasing performances, it's no wonder that K-pop has now come to take over the world.

Contrary to what some believe, K-pop was never an overnight sensation. It steadily grew from a national scale to a global scale through targeted expansion into other Asian music markets and then to the West. Many K-pop groups today include members from other countries, the majority of which coming from Japan, China and Thailand. These idols often increase a group’s popularity in their home country as the general public can connect with the idols on what seems like a personal level.

When companies deem a group ready for expansion, the groups will often debut in Japan with an album completely in Japanese. Japan is the second-largest music market behind the U.S. and is notoriously difficult to chart in as there are many idol groups of its own. Despite that, many of the most popular foreign musical acts in Japan are K-pop groups. Groups like BTS, TVXQ and Twice are now consistently ranking on the Oricon Charts (Japan’s Billboard) and holding sold-out concerts in Japan’s largest stadiums like the Tokyo Dome.

With its combination of flashy visuals and addicting beats, it isn’t a surprise when K-pop quickly outgrew the Asian market and expanded to the West. Before groups like BTS, BlackPink, SuperM and many others made their home on American charts, K-pop was already beginning to infiltrate the Western market in the late 2000s. Pop singer BoA became the first Korean act to land on the Billboard 200 at #127 with her self-titled album in 2009. That same year the group Wonder Girls became the first K-pop group to perform on a U.S television show when they appeared on “The Wendy Williams Show.”

The rise in the global popularity of South Korean culture is referred to as the “Hallyu (Korean) wave.” By the 2010’s it was clear that K-pop was leading a new wave of Asian entertainment around the world with the explosion of PSY’s “Gangnam Style” and the establishment of the annual Korean music festival, KCON, in 2012. K-pop’s global rise not only boosted the genre’s status but also Korea’s overall image and cultural representation as well. The impact of the Hallyu wave has morphed it into foreign diplomacy for South Korea and is used as a means to promote South Korean culture to foreign countries. Former President Barack Obama mentioned boy group SHINee when talking about the friendship between South Korea and the United States at 2017’s 8th Asian Leadership Conference. Even boy group EXO greeted President Trump last year when he arrived at the Blue House for a banquet dinner.

As with any entertainment industry, the K-pop industry hides plenty of its own demons. Between idol scandals, mental health issues, mismanagement and stalker fans, there’s much more blood, sweat and tears that go into the illustrious performances that are seen by the public.

Outside of politics, K-pop has greatly impacted the economy of South Korea through its exportation of goods and tourism. Back in 2019, Forbes revealed that BTS produced a whopping $4.65 billion of gross domestic products, which puts them in the same league as top conglomerates such as Samsung. This year BTS became the very first Korean act to top the Billboard’s Hot 100 chart, debuting at number one with their English single, “Dynamite.” This feat, according to a report by the Ministry of Culture, Sports and Tourism and its affiliate Korea Culture and Tourism Institute, generated an economic effect of about $1.4 billion and the creation of nearly 8,000 more jobs. With such astonishing numbers, it isn’t an exaggeration to say that K-pop is the leader of Korea’s rising economy and power in the global field.

As with any entertainment industry, the K-pop industry hides plenty of its own demons. Between idol scandals, mental health issues, mismanagement and stalker fans, there’s much more blood, sweat and tears that go into the illustrious performances that are seen by the public. A simple search on Google will reveal article after article of exposés centering around the K-pop entertainment industry and its scandals. Yet, it is important to take a step back and wonder why the K-pop industry is so often stigmatized and scrutinized by Western tabloids when it is covered. For every article that would speak on the positive impact of K-pop, there would also be one that reiterated the dark side of its industry.

There can’t be smoke without fire, and just as the “Me Too” movement has pulled back the curtains on Hollywood’s glamorous image, the myriad of K-pop idol controversies and suicides within the past few years has sparked much-needed debate on mental health and the limits to what being a fan is. To be an idol, you must uphold the standards of the company you have signed with. Trainees often start the long process of becoming an idol at young ages, usually 12-13, and accumulate debt that they have to pay off once they debut. Idols often work grueling hours on strict diets, with only a handful from the top companies being able to make it into the public’s interest.

Even then, the lives of superstar idols, such as BTS or BLACKPINK, are not ones to be envious of. The more popular the idol, the more they are scrutinized and judged by the public. In a collectivist culture such as Korea’s, the citizen’s opinions can make or break your life. Scandals and offenses seen lightly in America can mean years of jail time and the possibility of being blacklisted from the industry in Korea. Netizens often post harsh comments on article pages that cover an idol’s scandal, ranging from “kick them out the group” to “go die.”

With comments such as these, it’s not hard to see how many K-pop idols choose to leave the industry and some, unfortunately, end up losing their lives. The loss of SHINee’s Kim Jonghyun in 2017 and the subsequent losses of former f(x) member Sulli and KARA member Goo Hara in 2019 has opened doors for mental health issues to be expressed and discussed in a country where such topics are typically considered taboo.

With such concerns surrounding K-pop, it isn’t a surprise that the fans are often just as scrutinized as the groups they idolize. Different from other fans, K-pop fans show a level of dedication and passion for their idols that many have not seen before. Many news outlets, such as NBC, gave a first-hand glimpse into the dedication of K-pop fans when they showed how the BTS ARMY lined up days before the group’s sold-out Citi Field concert in the pouring rain. Such passion is difficult to comprehend which leads many outlets into labeling the fans as “crazy” or “absurd.”

The concept of a “crazy” fan is not new; the stereotype has existed since the days of “Beatlemania.” A combination of misogynistic views and social constructs over the years have painted fans of idol groups such as BTS into young impressionable teen girls obsessed only with the looks of their idols and not caring for much else. It’s a jarring juxtaposition to how the media portrays sports fans rioting in the streets as “passionate” as opposed to “crazy” that is reserved only for idol group fans.

K-pop fans are the prime example of a diverse community of young students, working parents and retired seniors, coming together to celebrate their love of music, regardless of the language.

There is no doubt that some fans are truly obsessed to the point of stalking their idols. Yet, looking beyond the few bad apples in the bunch, K-pop fans are the prime example of a diverse community of young students, working parents and retired seniors, coming together to celebrate their love of music, regardless of the language.

These fans are also now a driving force in today’s new age of activism. Though it is not often talked about in the media, K-pop fans often organize donations and charity projects in the name of their idol in order to celebrate their birthdays and other anniversaries. These fans see it as a responsibility to uphold their groups’ values of spreading love and positivity in the world. As reported by Times, the BTS ARMY collectively raised over $1 million for Black Live Matter, matching the group’s own $1 million donations. Feats of philanthropy and activism such as these showcases the true power of what it means to be a fan and just how impactful music can be.

It is hard to see where the expansion of K-pop will end, but it certainly won’t be anytime soon. It isn’t far-fetched to say that K-pop will soon be joining Latin music on mainstream U.S. radio as a permanent edition rather than a passing phenomenon or trend seeing as the explosive popularity of groups such as BTS continues to grow daily. From late-night show appearances to performances at award shows that draw in millions of viewers, the Hallyu wave is as strong in 2020 as it had been back in 2012. K-pop seems to be on track for a full mainstream takeover of the Western music industry. One thing is for sure, whether K-pop will go mainstream or not, its legions of fans will still be as passionate as ever and continue to fuel the impressive machine that is the K-pop industry.

Interview with Fans

There are many who credit the immense rise in Kpop’s popularity with BTS. In your own expertise within the entertainment industry, when do you think the genre of Kpop truly exploded into the mainstream music market?

“For me, it was when the song Gangnam Style came out in 2012. You’d hear literally everywhere. It was a major earworm at the time. I’d also say the choreography that you’d dance to it was trending. Certain catchy songs came with their own dance number for us the listeners to fully immerse in.”

• Suhaymah A.

“I think Kpop has always had a standing in the mainstream market, for example when Gangnam Style took the world by storm back in 2012. The only difference was the majority of people didn’t know it was Kpop. As BTS gained popularity in mainstream media they also brought the genrés name with them, opening the world's eyes to a genre most didn’t know existed.”

• Allison K

Why do you think there is such a large stigma with being a “fangirl” or “fanboy” of idol groups when there doesn’t seem to be the same criticism towards fans of other forms of entertainment, such as sports?

“I feel like in the music industry being a “fangirl” or “fanboy” has its own personal meaning for the individual. Music and lyrics make us feel a certain way so there’s a feeling of always wanting to be a part of that. I feel like artists have their way of connecting with their fans which makes it very special. Depending if you're into sports or not, you could be really inspired by or infatuated with a certain player or team that you believe in. I think the stigma comes from people who don’t understand where the fanbase is coming from.”

• Suhaymah A.

“I think it stems from the fact that there is a language barrier and that most are not American or European born. There is a common question I get asked all the time; « Why do you like them, you don’t even know what they’re saying? ». My answer? There is a whole world full of music and artists that we are unaware of because we don’t like to listen to music we don’t understand. No matter the language or culture, music is a universal language and should be enjoyed by everyone no matter their race, religion, nationality, or gender.”

• Allison K.

There are plenty of positive impacts that the popularity of Kpop has given way to, such as fans creating charity projects. However, there are also many negative drawbacks such as obsessive fans and certain conditions idols are subjected to that are often exaggerated in the media. Do you think that the “dark” side of Kpop is as bad as international media portrays it as?

“I feel that the media has shown what's been given to them as the “dark” side of Kpop. I feel there is more to it that’s not being told in the media. I do think international media portrays the dark side as best as it can. There are people who don’t want to share their experiences with the world and that’s okay. But I do see more people opening up and telling their stories.”

• Suhaymah A.

“Without a doubt. Trainee life is especially a lot more harsh than what we probably even know. There are a ton of companies that are constantly being sued for mistreatment of their idols, yet nothing changes. But then again, is any life of a celebrity perfect? Whether they are from a Kpop group or a movie star in LA, they will always be faced with crazy and obsessive fans, hours upon hours of hard work and the constant look under the public eye.”

• Allison K.

How has the popularity of Kpop and Korean culture personally impacted how you view your own culture and self?

“Kpop and Korean culture has opened another world of opportunities to indulge in. New music, art, food, and culture. A chance to learn a new language and interact with people. For me, I know it’s important to keep an open mind when it comes to learning about new cultures. I've always been told to treat people the same way I would like to be treated. I will say Korean skincare has impacted my morning and night routines for the rest of my life.”

• Suhaymah A.

“I was introduced to a whole new world. Kpop became my safe space and I found comfort in the music. Not only did I find comfort in the music, but I quickly gained interest in the culture and language. When my great-grandmother immigrated to the U.S. she left all of her life and culture behind so I never grew up with a specific culture. My interest in Kpop showed me a beautiful culture that I never knew about, and also pushed me to learn more about the culture as well as the language.”

• Allison K.

Where do you think the future of Kpop is heading towards? Will there be a day where hearing Kpop on American radio stations is the norm?

“I do see American radio stations incorporating non-english songs into their playlist. As diverse the country gets more influence on other cultures will be seen as a norm someday. Kpop is in its golden age from what I can say so far it’s heading on a good path to success.”

• Suhaymah A.

“I believe the whole shock factor that the name Kpop has will eventually simmer down and it’ll become a genre just as common as Western Pop or HipHop. And as for hearing Kpop on the radio, it’s already begun. With groups like Monsta X, BTS, NCT127, and SuperM, the transition over to the Western market has already happened and I wouldn’t be surprised if we began to hear not only English songs sung by Kpop artists on the radio, but songs in Korean as well.”

• Allison K.