K-POP Expands Globally to the U.S., China, and Africa – Driven by New Groups

K-POP, the core of Hallyu, is growing simultaneously in various regions around the world. Despite political restrictions, activities in the Chinese market have resumed, large concerts in Minnesota in the U.S. central region are selling out, and streaming demand in Kenya in East Africa is surging, all as new groups expand its global influence. **Resumption of Activities in the Chinese Market** Newbeat is a new K-POP group under the Korean agency Beat Interactive that recently signed a management contract with Modern Sky, a leading music label in China. Modern Sky is one of China’s largest music companies, managing around 160 artists and operating in various fields such as music production, publishing, artist management, and concert planning. This partnership is viewed as a significant collaboration linking K-POP and C-POP. Newbeat is also preparing to release an album in China this year. Following China’s de facto ban on Hallyu performances after the deployment of the THAAD missile defense system in the U.S. in 2016, these developments suggest a possible relaxation of those restrictions. An industry insider stated, “Only restrictions on concerts remain; activities like fan meetings, fan sign-ups, and even performing one song are allowed,” adding, “We are receiving more offers from Chinese companies for concert contracts, management partnerships, and album investments.” **K-POP Boom in the U.S. Central Region** In Minnesota, located in the U.S. midwestern region, K-POP concerts are enjoying unprecedented popularity. The new group Katseye is holding its first tour at the Armory in Minneapolis, a venue with 8,000 seats, and tickets have been sold out for months. Tickets are being traded on resale sites such as StubHub and TickPick for over $300. Additionally, Twice’s concert on April 12 in St. Paul marks the first large stadium concert held by a K-POP group in Minnesota, with the Grand Casino Arena (capacity of about 16,000 seats) nearly sold out. Katherine Newsum-Her, co-founder of the BTS Minnesota fan club, said, “These concerts show that we have reached a turning point.” Katseye previously performed free at Mall of America last year, attracting thousands of fans, and is currently operating an official pop-up store this weekend. **Rising Streaming Demand in East Africa** K-POP demand is also surging in African regions such as Kenya. According to Spotify data, K-POP streaming in Kenya increased by 140% in 2022, contributing to the 93% overall growth rate across Sub-Saharan Africa. This surge is primarily driven by listeners under 30 years old. In this environment, the new group 82MAJOR has attracted global attention. Debuting on October 11, 2023, under Great M Entertainment, it is a six-member boy band. The “82” in its name refers to South Korea’s international phone code, while “MAJOR” embodies the group’s ambition to become global stars representing Korea. The group made its debut with the single album “ON,” which includes tracks “First Class” and “Sure Thing,” followed by the mini album “Beat by 82” in April 2024 and the second EP “X-82” in October. The official name of their fandom, “82D,” combines an English word meaning “attitude” to symbolize a sincere connection between the artists and fans. Fans in Kenya, who can access new groups through global platforms like YouTube and Spotify, have been able to join the fandom since the group’s debut, leading to the formation of online communities that drive regional growth for K-POP.