90% of K-POP Fans Are Based Abroad: The New Hallyu Wave Seen in Colombia

K-POP’s global influence is expanding beyond mere music consumption to include cultural creation. Currently, approximately 90% of K-POP fans reside outside South Korea, and in regions such as Latin America, fan culture is evolving into organized dance communities. The global success of K-POP transcends borders. Artists like Stray Kids and Wave To Earth enjoy significantly higher popularity overseas than in South Korea itself. For Wave To Earth, the majority of its 8.8 million monthly Spotify listeners come from areas outside South Korea, and all tickets for their second U.S. tour were sold out. Colombia is one of the regions where the K-POP craze is most active. V14, a dance studio in Bogotá that originally trained in urban styles like reggaeton, has now seen dancers practicing K-POP choreography late into the night as a regular practice. The seven-member mixed-gender dance group Empire is rehearsing Korean pop routines. The group’s Leader, Johanna Valentina Espinosa, said, “Latin people love parties and enjoying music together. K-POP brings that sense of friendship and connection.” K-POP has been present in Colombia and Latin America for over a decade. Concerts by groups such as ATEEZ and NCT 127 attracted thousands of fans to Bogotá, but BTS’s first performance in Colombia this year signifies that the region has risen from the periphery to the mainstream of K-POP global tours. With the spread of online social media, K-POP fandoms have evolved from simple music-consuming communities into organized cultural movements. K-POP dancers in Colombia are no longer merely consuming K-POP but are actively participating and creating content. Events like the K-POP World Festival serve as key platforms for this transformation. Sponsored by the South Korean embassy, this international competition is held worldwide, including annually in Colombia, bringing dancers from across the country together and acting as a gathering place for the K-POP community. Only a few teams advance to the international finals held in South Korea, but this event strengthens connections among fans, performers, and cultural institutions. The South Korean government is also strategically supporting this global expansion. The South Korean embassy is advancing the spread of “Hallyu” through music, films, dramas, fashion, and food as part of its national strategy. Jongho Park, the Consul at the South Korean Embassy in Colombia under the Ministry of Foreign Affairs, emphasized that “Hallyu is not just a cultural asset but a strategic asset that strengthens South Korea’s national image and promotes exchanges between people.”