YG’s 30th Anniversary: Reshaping K-Pop and Solidifying Global Leadership

YG Entertainment, which celebrated its 30th anniversary this year, has released a summary outlining the innovative impact it has had on the entire K-Pop industry over the past three decades. From its in-house production system to pioneering international stages and revolutionizing fan culture, YG has established itself as a global leader that set new standards for K-Pop.

**Expansion of Global Performance Stages** YG used SE7EN’s Japanese activities in the 2000s as a starting point for its expansion overseas. Subsequently, BIGBANG and 2NE1 dramatically widened the scope of their tours. BIGBANG’s first tour, “Alive Galaxy,” featured 48 performances across Asia, China, North America, and Europe. 2NE1 also held their historic first world tour in cities such as Newark and Los Angeles in the United States. WINNER, iKON, EPICHI HIGH, and BLACKPINK followed suit, with TREASURE and BABYMONSTER currently continuing this tradition of international performances.

The scale of audience attendance is equally impressive. BIGBANG drew 1.5 million fans during a single tour and an additional 250,000 fans in 13 cities across China. iKON attracted 470,000 fans within a year after debuting in Japan, including a performance at the Budokan just one month later. BLACKPINK gathered approximately 470,000 fans for their first world tour and around 1.8 million fans for their second. TREASURE has nearly reached 1.5 million cumulative attendees for its solo performances in Japan, while BABYMONSTER drew about 440,000 fans during its first world tour and fan concerts last year.

**Participation in International Music Festivals and as Headliners** YG’s progress on the international stage accelerated further. After EPICHI HIGH performed at the 2016 Coachella Valley Music and Arts Festival in the United States, BLACKPINK took to the same stage in 2019. Notably, BLACKPINK headlined at Coachella and Hyde Park in the UK in 2023, solidifying the status of Asian female artists on the global stage. During BLACKPINK’s third tour, they also performed at the SoFi Stadium in the United States and Wembley Stadium in the UK.

YG has also actively collaborated with global partners such as Live Nation and YouTube Music. BIGBANG’s world tour in 2012 became the first by an Asian artist to be produced in partnership with Live Nation. In 2021, YG partnered with YouTube Music to host BLACKPINK’s online concert “The Show.”

**Changing the Rules of the Music Industry** YG created the original version of the “lightstick,” a symbol of K-Pop performance culture. Originating from SE7EN’s “7 Sticks” and BIGBANG’s “Bang Sticks,” these lightsticks have since become an essential element of K-Pop fan culture. Additionally, through the 2006 program “Real Documentary BIGBANG,” YG first established the “debut survival” format, which is now the standard approach for launching new K-Pop artists in the market. Its early adoption of mini-albums and G-Dragon’s release of USB albums set new benchmarks for album distribution strategies.

**Innovation in Music Production: In-House Production** YG’s most powerful musical asset is its “in-house production system.” Moving away from a standardized approach that relied on external composers, the company allows its artists and internal producers to collaborate closely from the planning stage. Starting with 1TYM’s self-production, G-Dragon established the paradigm of “self-produced idols,” helping artists such as AKMU, WINNER, iKON, and TREASURE evolve from mere performers into outstanding creators.

**Expansion of Influence into the Global Fashion Industry** The cultural impact of YG artists extended beyond music into the global fashion industry. G-Dragon led the trend in gender-neutral fashion and became the first Asian man to be appointed as a global ambassador for Chanel, paving the way for collaborations between luxury brands and K-Pop idols. Following this, BLACKPINK became the first K-Pop girl group whose members all serve as global ambassadors for major luxury brands, solidifying their status as iconic figures admired throughout the world’s fashion industry.

**Advancements in Tour Preparation and Sound Technology** For large-scale tours, over six months are dedicated solely to pre-production. In terms of sound quality, the “Deadline” Goyang concert during BLACKPINK’s world tour last year exemplifies YG’s use of line array systems to reduce audio degradation in outdoor venues. The company also introduced a system that simultaneously broadcasts both live band performances and audio sources, reflecting its philosophy that “the connection between artists and fans on stage is just as important as stage design.”

**Future Plans and ESG Management** BIGBANG’s world tour to mark 20 years since their debut will begin on August 21 at the Goyang Stadium and is scheduled to feature 31 performances in 18 cities, concluding with a show in Kaohsiung, Taiwan, on February 28, 2027.

Beyond these impressive achievements, YG is now focusing its entire organizational effort on fulfilling social responsibilities. The company leads the way in eco-friendly album production and has published sustainability reports as well as the first sustainability report specific to an entertainment company. It has also implemented an accessibility manager system for wheelchair users and supports cochlear implant surgery for children with hearing impairments.