1. Why people love K-pop
Energetic choreography and sharp choreography. K-pop artists have to take various trainings to become idols when they are trainees, which is not certain to debate. The reason why they trained very harshly is they want to show their ability to the audience and people, also the idols who are natural to be idols; they want to show people ‘I’m more special than others’. So when we watch their stage or music video, their real ability emerges. Some idols show more good ability through the stage, but some others show abilities that are not as good as people expect. The choreography of K-pop idols is too difficult, too dynamic, and sophisticated, different from other singers’ simple choreography (Delgado, 2018).
Trendy outfit
One of the things to do as an artist is lead trends. Sometimes, they wear clothes that are unique and do not match collaboration; they try to make them suitable for themselves. They know about the latest trends specifically, and they also contribute to making trends themselves. However, they are hard on themselves to manage themselves to match well and look good with the product of design (Delgado, 2018).
Catchy rhythm
Many foreign fans like K-pop, even though they don’t understand the meaning of Korean lyrics. Despite the fact that they don’t know the language, one of the reasons they can be fans is K-pop’s addictive melody and rhythm and the appearance of idols. Many K-pop songs have strong addictive rhythms and melodies; those songs can stay in people’s heads easily. Also, K-pop is looked at as only one genre, but in that genre, there are piles of groups that have various concepts (Delgado, 2018).
2. The dark sides of the K-pop industry
K-pop’s global appeal can be attributed to several key factors:
- Addictive rhythms
- Meaningful lyrics
- Synchronized choreography
- Beautiful voices and appearances
However, beneath this glamorous surface lies a darker side. K-pop may be synonymous with astronomical earnings, stunning visuals, and powerful performances, but it also harbors challenges that are often overlooked (Ahn, 2022).
The Existence of Radical “Sasaeng” Fans
In the K-pop world, some fans become obsessive to the point of stalking idols. These fans, known as “sasaengs,” attempt to know every detail about their idols’ private lives. Their extreme obsession often stems from a desire to be special in the idol’s life, to stand out among the masses of ordinary fans. Sasaengs spend vast amounts of time and money trying to get closer to their idols in harmful ways. While idealizing an idol can be positive, resorting to sasaeng behavior ruins both the idol’s and the fan’s well-being.
The culture of K-pop, which often demands unwavering loyalty and proof of devotion from fans, inadvertently fuels this behavior. Entertainment companies sometimes encourage competition between fandoms to solidify loyalty, further intensifying the obsession (Matatika, 2020).
Yoonho of TVXQ
TVXQ, one of the most legendary boy groups from SM Entertainment, had its own experience with sasaeng fans. Yoonho, a member of TVXQ, once drank orange juice spiked with super glue from a sasaeng fan. He suffered severe burns to his mouth and had to undergo emergency gastric lavage. The incident left him traumatized, but he managed to overcome it and return to good health (Matatika, 2020).
Taeyeon of Girls’ Generation
In 2011, during a live performance, Taeyeon, a member of Girls’ Generation, was nearly abducted on stage by a man who grabbed her hand and attempted to pull her away. The quick actions of her fellow members prevented a potentially disastrous situation. This incident exposed the vulnerability idols face, even during public performances (Matatika, 2020).
Baekhyun of EXO
Baekhyun, a member of the boy group EXO, also had a troubling experience with sasaeng fans. At his brother’s wedding, uninvited Sasaengs showed up and tried to get the attention of EXO members, turning what should have been a private family occasion into a chaotic event. Baekhyun was left deeply upset, as the day was overshadowed by fan intrusion (Koreaboo, 2020).
These cases highlight how sasaeng fans infringe on idols’ rights and privacy, leading to severe mental and emotional distress. This constant surveillance creates anxiety, and the pressure of always being watched can take a heavy toll on their mental health (Ayu, 2023).
Mental Health Struggles of K-pop Idols
The mental health challenges faced by K-pop idols have become increasingly evident in recent years, with several tragic cases of suicide, including Jonghyun from SHINee, Sulli from f(x), and Goo Hara from KARA. These idols, despite their fame and success, struggled with depression and mental illness.
The high demands of the K-pop industry contribute significantly to these issues. Many idols are forced to give up basic aspects of their childhood and education in exchange for grueling training schedules. Jiho of Twice, for example, expressed her sadness at missing out on normal childhood experiences due to her strict trainee schedule (Elsa & Palat, 2023).
The life of a K-pop idol is controlled by the entertainment company, from their daily routines to their appearances. Many idols struggle with a sense of identity, as they are often treated more like products than people. Furthermore, while success may bring fame and wealth, it also invites scrutiny and hate. Idols are often attacked over trivial matters, adding to their emotional burden.
Kang Daniel and Idol Mental Health Challenges
Kang Daniel, a former member of Wanna One, openly discussed his battle with panic disorder, anxiety, and depression. He took a break from the industry to focus on his mental health, eventually returning stronger after receiving support from those around him (Mishra, 2022).
Similarly, IU, one of Korea’s most beloved solo artists, has faced her own struggles. Debuting at the age of 15, she faced harsh criticism over her appearance, which led her to develop an eating disorder. IU even followed a dangerous diet, which later became popularized as the “IU Diet.” Although she has since shared her recovery journey, it highlights the pressure K-pop idols face regarding their appearance (Mishra, 2022).
Jonghyun of SHINee
Jonghyun, one of SHINee’s members, struggled with depression for many years before tragically ending his life in 2017. His final words expressed the immense pressure he felt due to the expectations placed upon him as an idol. He wrote, “The depression that gnawed at me has finally devoured me completely” (Wang, 2017). Jonghyun’s passing brought the conversation about mental health in K-pop into the spotlight, underscoring the toll that fame and public scrutiny can have on idols.
The dark side of the K-pop industry is often overshadowed by its glitz and glamour, but the struggles of idols, including obsessive sasaeng fans and mental health challenges, need to be addressed. The industry must create safer environments for idols, where they are treated as individuals rather than commodities and where their well-being is prioritized. Only then can the K-pop industry truly shine, not just for its music but for the care and respect it shows its artists.
3. K-pop Marketing
Smooth Communication with Fans through SNS
One of the key strategies in K-pop marketing is maintaining smooth communication with fans via social media platforms. A prime example is BTS, which has leveraged SNS (social networking services) to foster a close connection with its fanbase, ARMY. BTS frequently use Twitter to share updates about their daily lives, celebrate birthdays, and post exclusive pictures. Even on ordinary days, they share spontaneous updates and occasionally respond directly to fans’ tweets. This constant interaction allows fans to feel a deeper sense of connection with the members.
In addition to Twitter, BTS and many other K-pop groups use platforms like Weverse, an app specifically designed for fan interactions. The sole purpose of Weverse is to facilitate communication between idols and fans, making it a dedicated space for fans to engage with their favorite artists. BTS’s success in reducing the distance between themselves and their fans through social media is a significant part of their marketing strategy, creating a strong bond that transcends traditional fan-idol relationships.
Idol-specific Variety Shows
Another effective marketing strategy in K-pop is the use of idol-specific variety shows. Many K-pop groups produce their own entertainment programs, offering fans a glimpse into the members’ lives beyond the stage. Examples include THE BOYZ’s Up! The Boyz Nextdoor’s Funextdoor, New Jeans’ Zine, and BTS’s Run BTS!.
These shows feature content that highlights idols in more casual, everyday settings, showing them as relatable, down-to-earth individuals rather than just polished performers. Popular themes often include fun, lighthearted activities like cooking challenges, playing games, or participating in humorous discussions. By sharing behind-the-scenes footage and unscripted moments, these shows allow fans to see the idols’ personalities more clearly. This humanizing content helps strengthen the bond between fans and idols, making them feel more accessible and relatable (Chen, 2020).
K-pop’s marketing success lies in its ability to break down the barriers between idols and fans through social media and variety shows. These platforms allow fans to engage with idols on a more personal level, which plays a key role in building loyalty and emotional connection.
4. Introducing idol groups with unique worldviews
Many K-pop idol groups have developed their own distinct worldviews or concepts that set them apart. A prime example is ENHYPEN, whose concept revolves around vampires. Since their debut in 2020 with the music video for “Given-Taken,” they have maintained this vampire theme throughout their work. The lyrics of their debut album contain references to vampires, helping to solidify their unique identity. In addition, they expanded this concept through a webtoon titled “Dark Moon,” further enhancing their overarching narrative.
Their 2023 album “Dark Blood” continues to build on this vampire theme, with both the songs and the members’ costumes staying true to the concept. Songs like “Bite Me,” “Fate,” and “Sacrifice” explore themes of destiny and vampirism, while tracks like “Chaconne,” “Bills,” and “Karma” reinforce the concept with lyrics that conclude the album on a thematic note.
ENHYPEN’s vampire worldview is not limited to their albums and performances. They also created the webtoon “Dark Moon: The Blood Altar,” where the group members assume new character names and personalities inspired by their real-life traits. Although their names are not explicitly mentioned, fans can recognize the personalities of the members in characters like Solon (Sung Hoon), Jaan (Jay), Heli (Hee Seung), Gino (Jake), Xion (Sunwoo), and Noah (Nikki). The heroine of the webtoon, Saha, is a symbolic representation of “ENGENE,” ENHYPEN’s fandom.
This fictional narrative makes the albums, lyrics, and performances more meaningful for fans, further deepening their connection with the group. Songs such as “Blessed-Cursed,” “One in a Billion,” “Tamed-Dashed,” “Fever,” “Drunk-Dazed,” and “Future Perfect (Pass the Mic)” are all tied to ENHYPEN’s vampire and Dark Moon universe, enhancing the group’s unique identity and making the fandom experience more immersive and engaging (Rennex, 2023).
The Success of Idols with a Defined Worldview: The ENHYPEN Effect
A great example of the success achieved by idols with a well-defined worldview is the collaboration between ENHYPEN and Lotte World, one of Korea’s most popular amusement parks. In 2023, Lotte World partnered with ENHYPEN for a Halloween-themed event based on their “Dark Moon” webtoon. This collaboration resulted in a 17% increase in visitors to Lotte World during the event.
In addition to the rise in park attendance, Lotte World capitalized on the collaboration by selling official Dark Moon merchandise, transforming the entire park into a Dark Moon theme. Fans were able to immerse themselves in the experience by listening to ENHYPEN’s music throughout the park and even wearing special Dark Moon uniforms.
The collaboration was not only a hit with ENHYPEN fans but also attracted new visitors, many of whom became fans of the group after attending the event. This success story demonstrates how an idol group’s unique worldview can transcend traditional media and create engaging experiences for fans and the general public alike (Kpop News Writer, 2023).
5. What is K-pop’s private messaging app for fans?
Many K-pop fans have long dreamed of communicating with their idols one-on-one, like friends or even lovers, through private messaging. To cater to this desire, entertainment companies have created messenger apps designed to simulate this type of intimate interaction. SM Entertainment, JYP, Starship, and others use an app called Bubble, while NewJeans uses Phoning, and some idols under HYBE use Weverse DM.
These apps allow artists to send photos, videos, voice messages, and texts to fans who subscribe to the service. Fans, in turn, receive personalized messages from their favorite idols. The app is designed to create the illusion of a one-on-one chat window where fans can send messages to the artists as well. For example, when a fan subscribes, they can input a name they’d like to be called, and the artist’s response will begin with “Hello, [fan’s name],” making the interaction feel more personal.
The subscription fee for this service is around 4,500 KRW (approximately $3.50 USD) per month per artist. One of the main advantages of these apps is that they allow fans and idols to communicate across time and space with no real barriers. Fans can receive messages anytime, making the experience feel exclusive and personal.
Bubble alone reportedly generated 4.2 billion KRW in revenue in the second quarter of 2020. However, despite its popularity, there are some challenges associated with these services. Some fans misuse the platform, sending profanity, sexual harassment, or other inappropriate messages to idols. Furthermore, fans may feel disappointed if their favorite artists don’t send messages frequently, leading to a sense of dissatisfaction or unfairness when comparing message counts between different artists.
Entertainment companies and idols are aware of these issues and are working on solutions. Some companies have begun taking legal action against users who send inappropriate messages, and there have been improvements in the service to enhance its quality and protect both idols and fans (Seung-hyun, 2021).
6. The genre of K-pop
K-pop is a diverse musical genre that incorporates a variety of music styles, including pop, rock, indie/alternative, hip-hop/rap, electronic/dance, R&B/soul, and more. Below are a few of the most popular genres within K-pop, with examples of successful artists and songs.
Pop:
Pop music is indispensable to K-pop, serving as a foundational element in many songs. Its catchy melodies, rhythmic hooks, and memorable choruses play a crucial role in K-pop’s global appeal. When thinking of globally successful K-pop acts that excel in pop, BTS and Blackpink often come to mind. BTS’s song “Butter” is a great example of pop charm, while Blackpink’s “How You Like That” demonstrates their ability to blend pop with their signature style. BTS’s “Dynamite” topped the Billboard Hot 100 in 2020, becoming a global sensation. Similarly, Blackpink achieved international recognition, reaching the top of the Billboard 200 with their second studio album, Born Pink, in 2022. These pop-infused tracks, along with others in different genres, have cemented their place in the global music scene.
Electronic/Dance:
Another significant genre in K-pop is electronic/dance, known for its energetic beats and dynamic choreography. K-pop idols often pair high-energy dance routines with addictive electronic dance music (EDM), making this genre a fan favorite. Among the most notable groups in this genre are Seventeen and Aespa. Seventeen, known for their synchronized choreography and powerful performances, shines in songs like “Don’t Wanna Cry” and “Ready to Love.” Their large group formation allows them to fill the stage with intricate, rhythmic movements that complement their EDM tracks. On the other hand, Aespa is known for its futuristic and experimental approach to electronic/dance music. Their hit songs “Black Mamba” and “Next Level” feature repetitive, catchy lyrics and strong beats, paired with unique and innovative choreography that highlights their futuristic concept.
These are just a few examples of the diverse genres within K-pop that contribute to its global appeal and continued success (Seoulbox Trainee, 2024).
7. The Concept of K-pop
While the quality of songs is crucial in K-pop, it’s not the only factor that determines success. The concept of an idol group, combined with their album promotions, music video quality, and visual elements, plays an essential role in enhancing their popularity. In fact, the concept is often considered almost as important as the music itself. A strong, well-received concept can elevate a song, even if the song itself isn’t particularly outstanding. This explains the variety of concepts used in K-pop, such as girl crush, fantasy/myth, dark/fantasy, boy next door, and vintage/retro. Below are two of the most popular concepts.
Girl Crush:
The “girl crush” concept is centered around the idea of confidence and independence, which is empowering to the audience. This concept exudes strength and self-assurance and is often represented by bold visuals and fierce performances. A prime example of this is the group 2NE1, who showcased their confidence through striking makeup, eye-catching stage outfits, and strong performances. Their song “I Am the Best” embodies the concept of a girl crush, as the title alone suggests self-confidence and empowerment. 2NE1 stood out not only for their unique style but also for challenging conventional ideas of femininity, making a lasting impression on both audiences and fellow artists.
Boy Next Door:
In contrast, the boy-next-door concept focuses on innocence, freshness, and youthful charm, as opposed to traditional masculinity. It highlights the everyday, approachable qualities of the idols, evoking a sense of nostalgia for the audience’s young youth. This concept taps into the appeal of boyhood, portraying a soft, relatable image that resonates with fans who enjoy a more down-to-earth, gentle representation of male idols. It offers a refreshing break from the intensity of other concepts, creating an emotional connection with the audience (Seoulbox Trainee, 2024).
8. Conclusion
In conclusion, K-pop’s global appeal is driven by a dynamic combination of factors that extend beyond just the music. Its intricate choreography, trendy fashion, and catchy rhythms are central to its allure, captivating audiences worldwide. K-pop’s broad spectrum of genres allows people with diverse musical tastes to find something they enjoy, ensuring that no one feels left out. This diversity, coupled with addictive melodies and meaningful lyrics, enables K-pop to resonate with fans on a deeper emotional level, often delivering powerful messages through synchronized singing and dancing.
Despite its glamour, the K-pop industry faces significant challenges, particularly regarding mental health and the obsessive behavior of certain fans. These issues underscore the pressures that idols endure behind the scenes, often overshadowed by the industry’s polished exterior. However, K-pop’s ability to evolve, innovate, and adapt to new trends ensures its continued relevance and global impact. The strong connection between idols and fans, nurtured through social media and personalized interactions, plays a crucial role in maintaining this influence. As the industry grows, it must prioritize the well-being of its artists while preserving the creativity that makes K-pop unique. Whether through bold concepts like “girl crush” or softer portrayals like “boy next door,” K-pop remains a powerful force in the global entertainment landscape, offering something for everyone.
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