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K-Pop Paradox: Why Some Acts Find Global Success But Face a Disconnect Back Home
K-pop's paradox: why some acts like ATEEZ and Stray Kids find global success but face a disconnect back home in Korea.
To better understand this, one must revisit the mid-2010’s, a period when K-pop began its meteoric rise in the U.S., spearheaded by BTS’s success at the Billboard Music Awards and their domination of Western charts. Entertainment companies prioritize retaining and strengthening existing fanbases over attracting casual listeners and songs are designed to reinforce a group’s identity rather than to appeal to the masses. Global promotions, such as BTS’s and BLACKPINK’s massive stadium tours in the U.S. and Japan, underscore this trend, with groups like Stray Kids and ATEEZ leading the charge in self-produced artistry.
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