Mediation Between Korean Nationalistic and International Demands

Written by Lester Ko

Throughout the years, K-pop has found its way into the international scene, topping iTune charts, an indication of its influential power and its commercial success worldwide. Behind the scenes, however, many of the K-pop groups are actively trying to strike a balance between creating content that will attract the international audience, while remaining nationalistic.

A way that Korean idols are able to successfully cater to both demographics -- Korean government and international audiences, is by adapting their music based on the culture that they are specifically targeting towards. K-pop as a genre, includes a mix of many different styles of music and is typically influenced by the Western culture. By “toning down” lyrics and beats that may be perceived as aggressive, while addressing issues more relevant to other cultures, Korean idols are able to essentially bridge the gap between both types of audiences. Furthermore, by incorporating English lyrics into Korean songs, “K-pop altogether soothes the strict imagery of politicians, gives them familiar personalities, and helps them to approach the public with some winning advantages” (Kwon 2017, 81). For example, a famous K-pop group, BTS, is collaborating with Steve Aoki, an American electro house musician, to produce content in the future. Through this collaboration, it shows that Korean idols have been taking steps towards promoting diversity and including fan bases from both inside and outside its borders.

Another public relations tool that K-pop idols have utilized are: on-show interviews, television dramas, and behind the scenes featurings, to build trust and interact with their fans (Leung 2012, 71). Moreover, these types of entertainments, allow fans to clarify the collective intentions within each K-pop group, while showcasing their “off-stage” personalities. “As musical choice expands and people begin to appreciate that wider musical environment, peoples’ listening attitudes and aesthetic considerations will reflect this kind of diversified open-mindedness -- both politically and subconsciously” (Leung 2012, 44).

Korean idols have been engaging with its fan base through advocating for social issues around the world. Taking BTS again for example, they have recently released a music tour campaign in the United Nations called “Love Yourself” which has diverted the attention and needs from both audiences towards a common social issue.

Finding a common ground to deliver the best of both worlds for different fan base with overlapping interests is difficult. However, I believe that many K-pop groups have currently remained neutral regarding this situation in hopes to deliver a “clean image” and allowing the opinions of both groups to resolve itself.