K-POP Evolves from 1990s Underground Culture to a Major Global Genre

K-POP began as a youth-oriented underground culture in South Korea during the 1990s and has since grown into a dominant genre within the international music industry. Originating under the influence of Western music such as pop, rock, rap, and punk, it has produced global superstars like BTS and BLACKPINK, thereby reshaping the world music market. K-POP began to gain attention in international markets after the COVID-19 pandemic and the rapid expansion of social media. During the pandemic, K-POP spread explosively through digital platforms, and BTS and BLACKPINK built young fan bases on par with those of Western pop artists. There were even predictions at one point that K-POP would dominate the world music market. BTS is the best-selling K-POP artist to date, having sold 55 million albums worldwide, while SEVENTEEN has achieved 41 million album sales. However, recent signs of stagnation have emerged in the K-POP market. According to the Circle Chart from the Korean Music Content Association, physical album sales of K-POP dropped from 120.2 million units in 2023 to 98.9 million units in 2024. BLACKPINK is a group that represents K-POP’s global influence. It is the music group with the most subscribers on YouTube, and its music video for “DDU-DU DDU-DU” reached 1 billion views. The group holds multiple Guinness World Records, including the record for the most views for a music video within 24 hours, and it became the first K-POP girl group to perform at Coachella. BLACKPINK’s influence extends beyond music. All of its members serve as global ambassadors for world-renowned luxury brands, driving fashion trends. Their fashion choices actually stimulate demand in the luxury market, prompting high-end brands to actively seek collaborations and advertisements with them. Additionally, BLACKPINK received the title of United Nations Climate Advocate in 2020, delivering a strong message regarding climate change. It was also included on a list of “Top Young Leaders Under 30” by a certain publication and named “Entertainer of the Year” by another publication in 2022. BLACKPINK plays a significant role in introducing K-POP and Korean culture to international fans, thereby promoting global cultural exchange.