Acceleration of K-POP’s Global Expansion Through Collaborations with American Rappers, International Variety Shows, and Multicultural Groups

K-POP’s global spread is accelerating, particularly in the United States. Billboard’s recent report titled “K-Pop Fandom in the U.S.” provides the first comprehensive analysis of the scale and characteristics of K-POP fandom there. According to a survey conducted among approximately 1,400 Billboard readers, 82% of respondents listen to K-POP seven days a week, while 72% regularly listen to pop music. In contrast, listening rates for Latin music are at 19% and for country music at 15%. In terms of fandom duration, 36% have been fans for over five years, 46% for two to five years, and 19% for less than two years, indicating a diversified fan base. Despite this strong interest in K-POP music, only 47% of respondents attend concerts, with lack of nearby performances and high ticket prices cited as the main reasons.

International collaborations with American rappers are also expanding. As hip-hop influences merge with Asian pop music, this trend is evolving into a new global cultural phenomenon. BTS’s Jung Kook and Latto’s “Seven” reached the top of the U.S. Billboard Hot 100 chart upon release, while Megan Thee Stallion’s collaboration with BTS sparked significant fan excitement. GD’s “Niliria” with Missy Elliott was praised as a bold cross-cultural collaboration that combined futuristic trap production with Korean folk melodies. These collaborations go beyond mere novelty by fostering a global music ecosystem built on mutual trust and respect.

Apple TV+’s new variety show “KPOPPED” further formalized the fusion of K-POP and Western music. Hosted by Megan Thee Stallion and PSY, the program features Western music icons such as Lionel Richie, TLC, Kylie Minogue, Patti LaBelle, and Boy George of Culture Club. In each episode, K-POP idols team up with Western music stars to reinterpret their classic songs in a K-POP style and perform live in Seoul within limited rehearsal time. The eight episodes are scheduled to debut on August 29, featuring various pairings including Kesha and JO1, Mel B and Emma Bunton with Itzy, Vanilla Ice with Taylor Dayne and Kep1er, and Jay Park with ATEEZ.

Multicultural K-POP groups are also emerging and driving the growth of global fandoms. The new boy band 1Verse consists of Nathan, a California-born mixed Lao-Thai individual who grew up in Bentonville, Arkansas; Hyuk and Seok, two defectors from North Korea; Kenny, a Chinese-American singer from Los Angeles; and Aito, a Japanese dancer. Nathan is a singer-songwriter who has released his own music since 2020 and was officially announced as the fifth member of 1Verse last December. 1Verse released its first single, “Multiverse,” on July 4, featuring lyrics in both Korean and English and influenced by electronic and Western pop styles. Korean media have described 1Verse as a “true global K-POP group,” noting that it, along with BE BOYS, expands the presence of groups featuring North Korean defectors.

The U.S. market has become a strategic hub for major K-POP companies. HYBE partnered with Universal Music Group’s JYP Entertainment to debut the female group KATSEYE, while SM Entertainment and Kakao Entertainment formed a North American joint venture to launch the boy band dearALICE alongside the U.S.-based label gamma. Billboard reporter Glenn Peoples noted that “K-POP continues to create ripples around the world, and the United States is becoming a crucial base for Korean entertainment companies.” He added that “as K-POP fandom grows in the U.S. and companies intensify their efforts to enter this market, more industry activities will likely take place there in the future.” Music critics analyze that K-POP’s global expansion represents more than just a trend—it signifies structural changes within the global music ecosystem. With the growth of K-POP fandom centered in the U.S., increased international collaborations, and the emergence of multicultural groups, K-POP is entering a phase where it is redefined not as Korean music alone but as global music.