Blitz Bureau
NEW DELHI: NO longer is K-pop, a form of popular music that originated in Korea, a fringe or novel concept. Now, it’s a global phenomenon and multibillion-dollar industry, winning Grammy Awards and fueling South Korea’s expansive soft power.
This is the so-called “fifth generation” of K-pop, said Grace Kao, a professor of sociology at Yale University. Fans often describe the industry’s history as unofficial eras, characterized by different trends and waves of new artists.
The second generation, which began in the early 2000s, saw K-pop gain footholds in regional markets like China, Japan and Southeast Asia. The third generation took that expansion further west, with groups like BTS and Blackpink breaking into Billboard charts and appearing on American talk shows.
This current generation has arguably grander ambitions – some of which beg the question: Does K-pop need to be Korean at all? For instance, Blackpink’s recently released mini-album “Deadline” is almost entirely in English. And new groups are debuting in other parts of the world, some with members that have no ties to South Korea.
Some of this is happening in other musical genres, too, with social media increasingly shaping how we consume and produce music. But it’s especially true of K-pop, which is “ever-changing,” said Chung, who also works in the Artists and Repertoire (A&R) team for record company The Black Label. Experts say this fluidity could fuel the industry’s aim to expand beyond borders and neat categorization.
This current generation of artists has arguably grander ambitions– some of which beg the question: Does K-pop need to be Korean at all?
From the start, K-pop was largely intended to be an international product. An average American listener, for example, might not be able to name any major French or Vietnamese pop acts, since those artists often target local audiences. But K-pop has evolved differently; from the very start in the 1990s, groups worked to cultivate fanbases in Japan and China, said Lie, who wrote a 2014 book on the topic.
Hybrid model
The best-known example of this hybrid model is Katseye – an LA-based girl group backed by South Korean conglomerate HYBE, the same company (formerly named Big Hit Entertainment) that created BTS. Since their 2024 debut, the group has prompted heated debate (mostly among overseas fans) about whether or not they count as K-pop. They sing almost entirely in English and are ethnically diverse, ranging from Swiss to Indian American to Venezuelan-Cuban American. But they were formed through a reality competition show in which they beat out other contestants vying for a spot – mimicking the cutthroat selection and training structure that K-pop is famous for.
Decoding the genre
K-pop is a genre of popular music that originated in South Korea. It’s known for its catchy songs, high-energy performances, and visually polished music videos. What makes K-pop unique is its style: It blends many genres like pop, hiphop, R&B, EDM, and even rock. Choreographed dance routines are a huge part of it—songs are often designed with live performance in mind.
Artists focus heavily on style, concepts, and aesthetics for each album. Many idols train for years in singing, dancing, and media skills before debuting. Fans are very active— supporting artists through streaming, social media, and events. Some of the famous K-pop artists are BTS, BLACKPINK, EXO, TWICE. K-pop has become a global phenomenon thanks to social media, YouTube, and international tours.
