How K - pop Became a Global Cultural Phenomenon And How Sri Lanka Fell Head Over Heels

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Marked by their catchy melodies, remarkably synchronised choreographies and impeccably produced music videos, it’s unsurprising that K-pop sensations have been selling out stadiums.

Marked by their catchy melodies, remarkably synchronised choreographies and stunning visuals at live performances as well as impeccably produced music videos, it’s unsurprising that K-pop sensations have been selling out stadiums left and right, breaking record after record on popular streaming platforms and in turn, generating billions of dollars for the South Korean economy.

But, how exactly did this incredibly niche music genre transform into a worldwide phenomenon seemingly overnight?

The Korean Wave 

Beyond the tunes and outfits, Korean pop (often shortened to K-pop) belongs to a bigger bracket known as the Korean Wave or ‘Hallyu’ - a Chinese term which refers to the export and extraordinary globalisation of Korean culture through entertainment, music, video games, TV shows and even Korean cuisine, which came into being during the late 1990s. 

‘Hallyu’ was the Korean government’s strategic response to a shifting economy that eventually paved the way for the country to develop its “soft power,” which refers to a country’s ability to wield international influence without resorting to economic or military pressures.

Following the end of the Japanese occupation of Korea in 1945, the Korean War brought in US military troops that were stationed all throughout South Korea. Their presence and the start of American Forces Radio helped spread American pop music around the country and it was used as a strategy to fight the prevailing communism. As a result, Korean bands began to perform Western-influenced pop music to appeal to US soldiers and it led to most of the country accepting the acculturation as it saw the US as a liberator from Japan and favoured modernity. 

After the Korean War, the country advanced rapidly in industrialisation with the investments of politicians and former president Park Chung-Hee, but it was only after his assassination in 1979 that Korea’s entertainment industry really began to take off during the 1980s and ’90s, as it developed with its cultural exports.

In 1997 however, South Korea faced a devastating financial (IMF) crisis that resulted in a negative 6.7% growth in economic activity, the worst in modern Korean history. But, the country saw this as an opportunity to rebuild itself by reviving its culture. During his 1998 inaugural address, President Kim Dea-jung stated that “we must pour our energy into globalising Korean culture. ... Tourism, the convention industry, the visual industry and special cultural commodities are a treasure trove for which a limitless market is awaiting.” With these words and the support of the government’s “Korean Wave” initiative, South Korea began diligently promoting K-pop to its neighbouring countries and represented a fresh and modern way of life that quickly became popular with Asian audiences. 

K-pop Firsts

SoBangCha was the first ever K-pop group to debut in 1987, however, it was Seo Taiji and Boys who were responsible for popularising the concept of a K-pop idol group in 1992. They focused on challenging societal norms and addressed critical issues of youth and cultural identity, all while showcasing a unique blend of rap, rock and techno. Soon after, other groups began to follow, with H.O.T. becoming the first K-pop group to sell 1 million albums as well as the first group to perform at Seoul Olympic Stadium, which was considered a huge feat during the time. 

“I spent a good amount of time watching Korean dramas and variety shows on a Korean TV channel and caught sight of a few live K-pop performances that would air by chance. Paired with my sister talking about these new groups taking the world by storm, my curiosity got the best of me and I dived into a rabbit hole of BTS, Stray Kids and other K-pop groups! I was captivated by the dancing, music and storytelling of their music videos. As a writer, I find it incredibly engaging and fun to analyse their creative concepts and piece them together because they can be interpreted in various ways. Plus, the members of the groups have such entertaining personalities and their fan service is wonderful. Being introduced to K-pop definitely exposed me to more of their culture as I began to pick up words from their language and now have a goal of learning it in the future.” 
- Maryam

“YouTube was my introduction to K-pop. I thought the visuals of their music videos were top-notch as well as their lyrics. They held deep meaning even if it was in a language I couldn’t understand. Ultimately, I started to gain interest in their culture, drama, movies and even their beauty products, since Koreans are known to have exceptional skincare.”

- Amaya

“I got into K-pop quite recently, in 2020, and was introduced to it by a friend. The catchy beats in their songs and talented dancing were what caught my interest, from groups like NCT to Cravity. I was able to learn a lot more about Korean culture by watching them and I especially found their traditional dress intriguing.” 
- Zainab

“The song “Just One Day” by BTS caught my attention on Youtube, way back in 2016. I found K-pop to be appealing in terms of music, dance and fun group members. Over time, I started listening to groups like Stray Kids, NCT, Red Velvet and more recently Aespa. I believe their cuisine stands out greatly too and I was able to learn more about it through their content. I’m definitely interested in what they’ve got to eat!” 
- Ash

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In 2007, Rain went on to become the first Korean to hold a concert at the infamous Tokyo Dome Theatre, performing for over 50,000 fans. Fast forward to February 2012, Girls’ Generation proudly became the first Korean celebrity and Korean musical guest to make an appearance on three major U.S network channels - CBS’s “The Late Show With David Letterman,” ABC’s “Live With Kelly,” and NBC’s “Extra TV.” Later that year, PSY would make K-pop history by releasing the world-renowned “Gangnam Style” which rose to massive international popularity, eventually becoming the first YouTube video to surpass 1 billion views. 

Reaching New Heights

Now, with the ascent of social media, K-pop has managed to evolve in new ways over the past decade. A Seoul-based pop music critic Kim Doheon mentioned that this was the secret behind its recent burst in popularity. He stated that “K-pop was fast to adapt to the evolution of digital technology and actively promoted music with a variety of self-produced video content, thereby expanding its fanbase in the global market.”

The genre happened to breach the mainstream American music industry and secured a spot for itself, as groups such as BTS acquired multiple Billboard Music Awards, American Music Awards and Grammy nominations, just to name a few of their achievements. Whilst the BTS members currently serve South Korea’s mandatory military service, other popular groups like EXO, BLACKPINK, Seventeen, TXT, Stray Kids, ENHYPEN, TWICE, NewJeans and Le Sserafim have all achieved staggering success and won the hearts of many around the world, young and old. Consequently, as of 2024, South Korea’s music industry (including K-pop) is worth a whopping $927.6 million.

K-pop Fever Grips 
Sri Lanka

In an interview with NDTV, boy group BTS was asked about the scale of their international success and how they connected so well with people even though language is a barrier, to which they stated that “there is no language barrier when it comes to music. We also listen to songs in various languages that we don’t understand. Music is a medium that connects people. And we thank ARMY (fans) for enjoying our songs even though they don’t speak the language.”

It was this very mindset that brought people of all cultures and ethnicities together, including listeners from Sri Lanka and has led to multiple local K-pop fan accounts on social media platforms to promote cultural events such as the Kpop World Festival, Kpop Dance Competitions, K-Fiestas and Hallyu Wave Fest where participants can learn about Korean culture, their cuisine, fashion and more. In fact, Sri Lanka has witnessed a meteoric rise in K-pop popularity, with dedicated fanbases organising countless events that bring together thousands of enthusiasts, transforming the country into a vibrant hub of Korean culture and camaraderie. Beyond fan gatherings, K-pop has also influenced various aspects of Sri Lankan life. Fashion trends inspired by K-pop idols have gained immense popularity, with young people adopting Korean styles.