Rosé Wins VMAs Award; While K-POP Achieves Global Success, Concerns Arise Over Erosion of Korean Identity

K-POP is enjoying unprecedented success on the world stage. Singer Rosé’s victory at the VMAs, one of America’s four major music awards ceremonies, where she received the “Song of the Year” award, marks the first time a K-POP artist has achieved this feat, symbolizing the genre’s growing global influence. Over the past 15 years, from PSY’s “Gangnam Style” to the international success of groups such as BTS and BLACKPINK, K-POP has evolved in the United States from a niche fandom interest into a dominant genre in popular music. Reaching the top ranks of Billboard charts and selling out tickets for world tours have become commonplace, with even the American Recording Academy acknowledging K-POP’s status. However, concerns are rising behind this success due to the increasing proportion of English lyrics in recently released songs. aespa’s “Rich Man” contains over 90% English lyrics, while NewJeans’ “Super Shy,” BTS’s “Dynamite,” and the solo tracks by BLACKPINK members are also primarily in English, leaving only a single or two lines in Korean. This reduction in Korean lyrics is reflected in music release strategies as well. Songs are often made available at 1 p.m., a time when domestic fans have difficulty accessing them, and appearances on music shows have significantly decreased. In contrast, overseas tours and performances at global festivals are expanding. On platforms like Billboard and Spotify, English is considered an essential element for success and serves as a means to reach foreign fans more easily. It appears that K-POP is strategically sacrificing the Korean market in order to evolve from “music enjoyed only in Korea” to “music shared worldwide.” Yet, critics argue that this process is diluting K-POP’s unique identity. The original reason K-POP gained attention on the international stage was its unfamiliar Korean lyrics and original melody lines. Recently, there has been a trend where artists must adopt English lyrics and melodies similar to pop songs to be considered “trendy,” indicating a risk of K-POP becoming a subgenre of global pop. The situation is similar for Korean fans. Due to the difficult-to-understand English lyrics, they must seek translations, and as opportunities to meet their favorite artists in person decrease, they feel more distance rather than closeness. It is important to note that this imbalance can be resolved. Rosé’s award-winning song “Apartment” used a title inspired by a Korean drinking game, achieving global success while preserving its Korean identity. BLACKPINK’s new song “Ttueo” also features mostly English lyrics but includes impactful Korean phrases in the chorus, and its music video utilizes Korean settings to maintain its identity. For K-POP to thrive internationally, the key lies not in abandoning Korean language and culture but in creatively blending them together. Balanced globalization can truly be the key to lasting global success.