K-POP Experiences Unprecedented Global Expansion in 2025 – “Golden” and “APT.” Make Their Way into Mainstream Music

2025 became a historic turning point for K-POP, marking its full transition from merely “entering global markets” to becoming an integral part of mainstream culture. What had long been the goal of the K-POP industry — globalization — finally became a reality, as data and chart performance clearly demonstrated. The most symbolic example of this expansion is the soundtrack for Netflix’s animated series *K-pop Demon Hunters* (hereafter referred to as *KDEH*). This animated film, centered on three singing demon slayers, set a record for the highest-viewed Netflix movie ever upon its release. The lead track from the OST, “Golden,” held the top spot on the U.S. Billboard Hot 100 for eight consecutive weeks and remained on the chart for 26 weeks in total. It even demonstrated strong performance by staying at number 11 on the chart dated December 24, a day known for intense competition during the Christmas season. “Golden”的 vocalist EJAE reached the top of the Billboard Hot 100 with this song and was nominated for Grammy Award for Record of the Year. The singers from Saja Boys, who produced the *KDEH* OST — Kevin Woo, Danny Chung, Andrew Choi, Neckwav, and SamUIL Lee — also achieved hits that ranked within the top five on the Billboard Hot 100. TWICE set a record for the longest-running and highest-charting Hot 100 hit with “Strategy,” and its members Jihyo, Jeongyeon, and Chaeyoung made their first solo chart debuts. The *KDEH* OST also delivered devastating performance in global streaming. It recorded 3.3 billion streams in the United States alone, and according to music streaming service Spotify, approximately 40% of people who first encountered K-POP after the release of *KDEH* did so through this soundtrack. U.S.-based entertainment market research firm Luminate reported that weekly streaming counts for K-POP songs released in the U.S. over the past 18 months increased by about 14% following the release of *KDEH*. Another groundbreaking achievement was “APT.” by ROSÉ and Bruno Mars. Although released in 2024, this song maintained its unstoppable popularity throughout 2025 and became the first Korean artist to win the Song of the Year award at the MTV Video Music Awards (VMAs) held at UBS Arena in New York in September. It was also nominated for major categories such as Record of the Year and Song of the Year at the upcoming Grammy Awards in February, making it the first Korean artist to receive such nominations as well. *The New York Times* pop critic John Carmanica analyzed the phenomenon demonstrated by “Golden” and “APT.” While stating that “K-POP may be the influence and starting point but not necessarily the destination,” he evaluated these collaborations as indicators of “increased tolerance for musical risk-taking and broader acceptance.” The simultaneous appearance of “Golden” and “APT.” on the Grammy Award nomination list also marked the official recognition by mainstream institutions that K-POP is no longer a genre confined to the periphery. *The Wall Street Journal* analyzed the success behind *KDEH*. Reporter Elias Wright explained that the *KDEH* OST was similar to existing K-POP songs while still feeling familiar to American listeners. In the past, Americans found awkwardness in K-POP due not only to language barriers but also in melody variations and rhythms, yet the *KDEH* OST narrowed this gap. Meanwhile, K-POP’s global success through *KDEH* is significant because it translated K-POP’s unique grammar — where film, music, narrative, and fandom operate as one cohesive entity — into the language of global popular culture. *TIME* named *KDEH* “Breakthrough of the Year (New Artist)” for 2025, and it is highly likely to be nominated for Best Animated Feature at the 2026 Academy Awards. It is also considered a strong contender for awards at the Grammys and Golden Globes. According to Billboard’s year-end review, K-POP’s global expansion in 2025 was not simply “arrival” but rather “scaling.” This means the K-POP model expanded in ways that are irresistible to the world across dimensions such as export, localization, repetition, commercialization, and creativity. Both veteran and new artists set new chart records, and tour revenues reached unprecedented levels worldwide. Furthermore, a localized K-POP ecosystem is being established even in markets far from Seoul.