From a London Korean Music Exhibition to a Return to the Chinese Market: The Growing Global Influence of K-Pop

K-Pop serves as a leading force in spreading Korean culture globally by blending deep traditions with innovation. The Korea Cultural Center London (KCCUK) is implementing a year-long initiative titled “Korean Culture, Now!” to connect Korea’s past, present, and future through immersive spaces and music exhibitions. Notably, the exhibition “The Science of Music: Exploring the Science of Korean Music,” held from May to June, collaborates with the National Museum of Science to delve deeply into the history of Korean music. Visitors can experience traditional instruments firsthand, including the pyeonggyeong — 16 intricately carved stones suspended in wooden frames and struck with ox-horn rods, which have been used in Korean court ceremonies for a thousand years — and the janggu, a sandglass-shaped instrument with two ends. From July to August, “Endless Bonds: AI and Korean Heritage” is held in partnership with the National Museum. This exhibition presents various historical scenes, from ancient landscapes to 18th-century historical events, through immersive digital installations. In “Endless Mountains and Rivers: A World of Prosperity in Nature,” the 18th-century tradition of “silgyeongsansuhwa” is recreated in panoramic form, creating an effect similar to an idealized landscape painting. “The King’s Procession and the Nation” vividly depicts two scenes: King Jeongjo’s visit to Hwaseong in 1795 and the celebration marking the completion of Hwaseong Fortress the following year, highlighting the scale, precision, and grandeur of these processions designed to showcase national power to the public. K-Pop’s global success becomes even more evident when compared to China’s C-pop (Chinese popular music). Comparative studies targeting American Gen Z consumers show that K-Pop has achieved remarkable commercial and cultural success in the United States, as proven by numerous hit songs, large-scale concerts, and record-breaking streaming and television viewership numbers. In contrast, C-pop has shown relatively slower growth in the same market. As of February 6, 2024, four Korean artists were listed on the Billboard Artist 100, with most entries belonging to Western artists. Previous research has identified the technological advancements and business models of Korean management companies as key drivers behind K-Pop’s success, but there has been limited research on the development and performance of C-pop in the U.S. The study findings reveal that American Gen Z audiences prefer romance-themed and self-empowerment content, as it fosters personal connections and a sense of community. It is suggested that for C-pop to grow in the U.S. market, creative direction changes and strengthened marketing strategies tailored to that market are essential. Of particular note is the signal from China indicating a relaxation of restrictions on Hallyu. Nearly 10 years have passed since China largely halted the import of Korean entertainment following the 2016 conflict over South Korea’s deployment of the THAAD missile defense system, but in recent months, K-Pop idols have begun resuming in-person promotions in China. Mark of NCT promoted his solo debut album “The Firstfruit” at a pop-up store in Guangzhou’s JD Mall from April 19 to 25, attracting over 4,000 fans to the five-story mall after his unexpected appearance. In March, NCT WISH held a press conference in Shanghai to promote their mini-album “poppop,” with around 60 local media outlets in attendance. The girl group IVE also held a fan signing event in Shanghai in March, TWICE conducted a similar event in February, and solo singer Kim Jaejoong met fans in Chongqing. In November 2024, China allowed Korean tourists to enter without visas, and South Korea responded in March by planning to implement a temporary visa-free policy for group Chinese tourists starting in the third quarter of this year. The recovery of the K-Pop market is also reflected in export statistics. According to data from the Korea Customs Service, album exports to China dropped from $51.3 million in 2022 to $33.9 million in 2023, but rebounded to $59.8 million in 2024. In the first quarter of 2025 alone, China became South Korea’s largest album export market, with exports reaching $12.96 million, surpassing Japan, Taiwan, and the United States. The strongest sign that informal cultural freezes are thawing is the return of large-scale K-Pop concerts. Although China halted most imports of Korean entertainment for nearly 10 years, recent political gestures suggest notable improvements. However, within the K-Pop industry, opinions are divided regarding whether China can fully regain the momentum it had in the K-Pop market before the ban on Hallyu.