Is K-Pop More Popular Internationally Than In South Korea? New Study Reveals The Answer

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A recent study by JoongAng Ilbo revealed the trends in the consumption of K-Pop content worldwide, and the results might surprise you.

In recent years, with the flourishing popularity of K-Pop, entertainment companies have adopted a global marketing strategy to cater to fans all over the world. What started in South Korea is now a global phenomenon, and K-Pop, rather than being a genre of music, has transformed into a cultural movement. However, this expansion was in no way sudden and reflects years of breakthrough efforts.

Based on data retrieved from the viewership of K-Pop-related content on YouTube (including but not limited to music videos, lyrics videos, fan edits, and more), JoongAng Ilbo determined the countries that consume K-Pop content most avidly. As it turns out, at least for 6 out of the 8 K-Pop acts with over 1 billion views on YouTube between March 2021 and February 2022, South Korea falls way behind.

Byun JuYeon

When it comes to BTS, TWICE, ITZY, and SEVENTEEN, the largest consumer is Japan; for BLACKPINK, it is India, and for Stray Kids, it is Mexico. However, the trend seems to change for IU and aespa, who have gained the highest viewership from South Korea.