K-POP Solidly Establishes Itself as Mainstream Culture in the UK

K-POP has evolved from a niche genre to a mainstream culture in the UK. The country is currently one of the top 10 nations on Spotify where K-POP is most streamed, with large-scale concerts scheduled to take place throughout this summer. This transformation is clearly evident in the growth trajectory of K-POP specialty stores in the UK. “K-Stars” began as a small business in Manchester’s Applecross indoor market in 2019. At that time, it operated on a model where “the CEO personally packaged and delivered orders when customers paid via PayPal.” However, it has since expanded into a two-story store located on Deansgate, a major street in Manchester, with over 20 employees. Amber Clare, who currently works as a marketing and social media manager, said she “first encountered K-POP through Itzy’s song ‘Icy’ six years ago” and added that “her current job is also thanks to Itzy.” She emphasized that “although it remains a niche market, it is by no means a small one.” Recalling her experience, she said, “I thought I was the only fan of Itzy, but when I went to a concert, it was already sold out. I was surprised to see so many fans hiding somewhere else.” Last year, the boy group ATEEZ left two records on the UK Official Album Chart’s top 5, demonstrating K-POP’s rising momentum. This summer, a series of large-scale K-POP concerts are planned in the UK. BLACKPINK will perform for two days at London’s Wembley Stadium in July, while Stray Kids are set to hold a two-day show in Tottenham. Additionally, “SM Town Live,” one of the longest-running K-POP festivals, will be held at Twickenham Stadium. This special event, which started in 2008, is being held in the UK for the first time in 17 years. SM Entertainment decided to host this festival in the UK rather than Seoul to celebrate its 30th anniversary. Groups ranging from Red Velvet and EXO and Girls’ Generation to currently chart-topping aespa, RIIZE, and all subgroups of NCT, which has over 20 members, are expected to participate. Ten, a member of WayV, described it as “a very rare occurrence,” explaining that “the entire NCT last performed together two years ago, and it is truly difficult for all groups to gather at the same time and place.” While K-POP groups have previously prioritized the U.S. market, they are now turning their attention to European markets, including the UK. Clare stressed that “compared to the U.S. market, Europe offered fewer opportunities for tours and product sales, but that is changing.” The emergence of the British boy group Dear Alice, who was cast by SM Entertainment and made its debut this year in the UK, serves as an example of Korean entertainment companies’ determination to penetrate the UK market.