K-pop's increasing POPularity: J pop goes flat as Southeast Asia swoons for Korean artists

This article discusses the increasing popularity of Korean-pop stars and the influence K-pop has on South Eastern countries. In contrast, the popularity of J-pop stars is decreasing. Many brands are using K-pop stars as the faces of their companies in order to gain attraction and gain customers. The article emphasizes that the popularity of Korean pop-stars in Southeast Asian countries has brought familiarity of South Korean culture to these Southeast Asian countries. This familiarity with the K-pop stars has paved a way for increased government interaction between South Korea and these Southeast Asian countries. It is clear that “the interest in K-pop and other aspects of Korean culture may be helping South Korean President Moon Jae-in promote his New Southern Policy designed to increase his country’s visibility and influence in the region…[Indonesia] felt no burden in accepting Korean investment in strategic sectors like transportation, and even in defense.” The New Southern Policy aims to “strengthen ties with the developing countries in the southern hemisphere that are considered the economic growth engine” (https://www.bangkokpost.com/opinion/opinion/1797204/embedding-s-korea-in-southeast-asia.) In Asia, “J-pop stars are almost nonexistent in the media, their places taken by K-pop idols whose faces are flooding billboards, TV commercials and the internet.” The article also touches on the fact that most J-pop groups are not on social media and do not own their own YouTube channels, only recently did one of the most popular J-pop groups create an Instagram account and YouTube channel. In contrast, nearly every American singer, rapper, music group, and other artists have their own YouTube channel and Instagram account. The article also discussed how K-pop groups sometimes will have members who are not Korean in the group. K-pop’s “global success may lie in its inclusiveness.” For example, “Blackpink includes a Thai member named Lisa. Another all-female group, (G)I-DLE, has members from Thailand, China and Taiwan while boy band GOT7 includes members from Thailand, Taiwan and Hong Kong.” It is common in the United States to have music groups and artists who come from diverse backgrounds, well because, the United States is so diverse to begin with. However, it is a strategic move by K-pop groups to include members who are non-Korean because it is inclusive and allows room for popularity in other countries, especially if members of K-pop groups come from other countries besides Korea.