The current rise of K-pop in the west is called the Hallyu wave: The idea that South Korean culture has grown in prominence to become a major motivator for modern-day culture. From Korean dramas on Netflix, like “Squid Game,” Korean cosmetics, and the epicenter of this widespread craze, Korean pop.
K-pop or Korean pop is known for its addictive melodies, a distinctive blend of genres, choreography, amazing production values, and attractive South Korean performers who spend years training to be in the spotlight.
Korean Pop is a billion-dollar industry making waves in the west.
While the genre has gained massive waves of attention, sometimes it can be hard for fans to find safe spaces where they can communicate about their shared love for the genre. Highline’s K-pop club allows students to find a community on campus that enjoys South Korean culture and is interested in learning more.
The president of the club, Liliana Carolina Ojeda Leon, encourages students to join and says, “[…] we promote language, dance and learning Korean food.”
On May 16, 2023, the club hosted an event where they encouraged students to join. Participants of the event played games such as musical chairs, and tried several Korean foods and snacks.
This surge of popularity in the west has been surprising, and it’s hard to pinpoint how the genre has made such an impact globally. Ojeda Leon provides some insight, “K-pop stars have a solid fan base. They are often uplifted and beloved by their fans. The surge of their popularity came from their singles and music videos.”
K-pop is known for its extraordinary visuals in music videos, but also for lyrical stories that paint a poetic picture, choreographies where artists show off years of training and skill, and high production sets with fancy camerawork and innovative creative ideas.
The attention to detail and unyielding fan passion is what makes Korean pop a genre to be reckoned with.
The South Korean music industry has made a highly-powerful production machine that can quickly churn out extremely catchy tunes sung by outlandishly talented artists backed up with creative videos. It’s no wonder global fans are drawn to its colorful, welcoming, world.
In addition, K-pop has allowed for passionate communities with shared interests to come together across various social platforms. On Twitter, engagement for K-pop has never been so high, and there are thousands of artist-dedicated accounts across the internet.
K-pop has also marketed itself to viewers in an inviting way, as many times, fans feel like their favorite artists are their friends. There is a slew of fan content like variety shows, daytime TV, music show performances, and artist lives where they can directly communicate with fans.
In Ojeda Leon’s words, “K-pop is passion for people who have [a] hard time or stress[ful] time.”
The fans don’t do all the work though. Artists also dedicate themselves to giving fans emotional and exciting experiences.
K-pop is a well-oiled machine that works because of its regimented and coordinated production system. This is why there has been an emphasis on making viewers an active part of the experience.
However, this isn’t to say that K-pop operates as a perfect system. The genre suffers from issues, such as misogyny, intense work schedules, and cultural appropriation.
For example, BLACKPINK’s Lisa was under fire after the release of “Kill This Love.” In the video, Lisa has her hair tied up into a high ponytail, but fans called her out as her hair was in braids similar to the style of box braids. Fans asked her to address the allegations of cultural appropriation of Black hairstyles through fan calls and Lisa later apologized.
While the rise of K-pop has been sudden, it’s not shocking. Back in 2012, PSY released “Gangnam Style,” and captured the attention of people all around the world. Since then, America has seen Korean artist after artist make chart-toppers and declare their entrance into the western music scene.
Now, it is a $5 billion industry and whether the Hallyu wave subsides, the K-pop machine will continue capturing the attention of the world ever on.