New Generation’s Preference for K-Pop Reaches 56%, Industry Expands Through Financial Investment Products to Boost Global Economic Value

K-Pop’s global influence is expanding beyond the music industry into fields such as financial investment and education. Recent surveys on new generations’ music preferences show that K-Pop, alongside pop music, holds a dominant 56% preference rate, significantly outpacing the popularity of established genres like rock and hip-hop. The K-Pop industry is now evolving into an investable asset class. On the 28th, the cultural technology company Woori launched Asia’s first Real World Asset (RWA) investment product directly linked to K-pop concert revenues, in partnership with Kiwoom Life, SBI Digital Markets, and DIOD. This product is designed to share concert-related revenues with investors, with Woori’s U.S. subsidiary MDW Finance handling its issuance and structuring. The first tranche, “\$CNCRT,” was sold to institutional investors outside the United States. Lee Min-jun, founder and CEO of Woori, stated that the successful launch of this initiative represents a turning point that enables global investors to access the value of K-Pop. He added that by combining expertise in entertainment IP with the structural principles of regulated finance, it opens up a new path showing how culture can become an investable asset class. Kiwoom Life is taking a proactive approach to strengthening its digital asset business among domestic insurance companies. In July last year, it signed a business agreement with Japan’s SBI Group to enhance cooperation in digital finance, and it is currently working on establishing a joint consortium for developing Korea’s digital finance ecosystem and advancing Tokenized Securities (STO) projects. Additionally, Kiwoom Life recently became one of Circle’s blockchain “ARK Testnet” partner companies, being the only financial institution included from South Korea. Rising global demand for K-Pop is also leading to the development of specialized talent. The School of Cultural Arts Management at Seoul Digital University introduced a new qualification program titled “K-Culture Hallyu Specialist” starting in the 2026 academic year. Focusing on K-culture and the global cultural market, K-art and the art market, and K-Pop and the music industry, this program aims to enhance the creative capabilities of cultural arts professionals and cover all aspects of Hallyu content marketing. The “K-Pop and the Music Industry” course examines the entire process of the popular music industry, from its structure and operating principles to planning, production, distribution, and consumer reception, providing hands-on training in entertainment industry practices. Kubo Kyung, head of the School of Cultural Arts Management, explained that the revised curriculum is designed to enable artists and art majors to apply what they learn directly in the cultural industry. By covering all aspects of Hallyu content marketing, it will help deepen understanding of K-culture and promote its globalization.