The Global Expansion of K-pop

K-pop began as a regional music industry in the 1990s but grew into one of the most influential pop industries in the world within just a few decades. Today, it fills stadiums on various continents, dominates digital platforms, and participates in global conversations on equal footing with Western pop. This transformation resulted in an international ecosystem where groups such as BLACKPINK, Stray Kids, and SEVENTEEN coexist. The criteria for success are no longer based on national metrics but rather on global influence, digital reach, and a multinational fanbase.

The Generational Shift in K-pop K-pop’s expansion did not occur through linear growth but via layered development. The first generation, centered around groups like H.O.T. or S.E.S. in the late 1990s, established the idol system within a domestic consumption environment dominated by television. The second generation opened doors to the Asian market through groups such as BIGBANG, GFRIEND, and SUPER JUNIOR, driven by the growth of the Internet and online fan communities. At this stage, K-pop began to consider international distribution rather than remaining a regional product.

BTS’s Central Role The third generation ushered in an era of international streaming with groups such as BTS, EXO, and BLACKPINK. Grace Koah, a sociology professor at Yale University, stated that “BTS is at the core of K-pop’s global expansion.” From this period onward, K-pop’s global dissemination based on digital platforms accelerated significantly. As of June 2023, BLACKPINK had recorded 6.97 million music streamings. Additionally, as of 2022, SEVENTEEN attracted 198,000 attendees to its global fan meetings.

The Interaction Between Fanbases and Technology K-pop’s expansion from a regional base stemmed from the interaction between fanbases and technology. Ku Yo-taeg, a researcher at George Mason University, explained that “the elements of K-pop that developed to fit the digital era already existed since the 1990s.” In particular, visually striking music videos like “Gangnam Style,” performance-oriented music, unique fashion styles, and close relationships with fans formed the foundation for its global spread. This is why K-pop has evolved beyond being merely a music genre to become a cultural phenomenon.

Global Events and Fan Culture K-pop’s global expansion is also evident in sports events. During a friendly match between Manchester City and Atlético Madrid held at Seoul World Cup Stadium in 2019, SAN, a member of the K-pop group ATEEZ, performed choreography from his hit songs before the game to connect with fans. This is an example of K-pop integrating into sports events. As of 2022, Stray Kids drew 220,000 attendees to its global fan meetings, and as of June 2023, BLACKPINK had recorded 6.97 million music streamings.