For much of the 1980s, Korean pop music was a small, local scene that few people outside of South Korea knew existed. But everything changed in 1992, when a group called Seo Taiji and Boys took the stage on South Korean television with something completely new: a combination of American hip-hop, dance music and rock, all performed with synchronized choreography.
This moment marked the birth of modern K-pop as we know it today: a multibillion-dollar industry with fans in nearly every corner of the world.
90s and 2000s
During the 1990s, the first generation of K-pop came together. Seo Taiji and boys proved that teenagers could connect with music that blended Korean identity with global influences. Soon after, entertainment companies like SM Entertainment created idol groups like HOT and SES, which marked the true beginning of what people call the first generation of K-pop.
In the 2000s, the second generation of K-pop was taking shape. Groups like TVXQ, Super Junior and Girls’ Generation debuted in quick succession. These groups began performing not only in South Korea but also in Japan and Southeast Asia, slowly expanding K-pop’s reach beyond its home country.
The generation of girls, in particular, became a huge hit in Japan when they released a Japanese album in 2011, becoming the first non-Japanese girl group to sell a million copies.
Gangnam style and social media
Everything accelerates in 2012 when Psy releases “Gangnam Style”. It became the first video in YouTube history to exceed one billion viewsand the catchy horseback dance has appeared in flash mobs, TV shows and even during halftime of American football games. Psy’s success introduced Korean music to people who had never heard of K-pop before.
Around the same time, social media platforms were transforming the way music spread globally. Twitter, Instagram, YouTube, and later TikTok have allowed K-pop groups to connect directly with fans anywhere in the world without needing traditional radio or television exposure. K-pop entertainment companies quickly recognized this opportunity and began using social media strategically to promote their artists and build fan communities
Modern K-Pop
The third generation of K-pop, which began around the early 2010s, brought unprecedented global success. BTS, a boy group that debuted in 2013, has become one of the most influential groups in modern K-pop. They used social mediastreaming platforms and global collaboration to build a worldwide fan base unlike anything the industry has ever seen.
BLACKPINK, a girl group that debuted in 2016, has achieved equally tremendous success, breaking YouTube records with their music videos and performing at major international festivals like Coachella.
By 2020, South Korea’s music market experienced historic growth of 44.8%, making it the fastest-growing music market in the world that year.
