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Abstract

In recent years, K-pop has emerged as a global cultural phenomenon, captivating audiences far beyond its South Korean origins through a unique blend of music, choreography, and high production values. Central to this success are the superfans, or "stans," whose passionate support drives global engagement and visibility. This research investigates the challenges Korean entertainment companies face when introducing new, "westernized" artists to the Western music market and explores the critical role of superfans in this process. Through focus groups and qualitative analysis, the study identifies key factors contributing to K-pop's international appeal and examines the specific hurdles in replicating this success with new groups. Additionally, this paper delves into the recent westernization practices that K-pop has undergone, analyzing their impact on the genre and its fanbase. The findings highlight the expectations and influence of superfans on the success of new K-pop groups, assessing whether the traditional K-pop model can effectively resonate with Western audiences. This research offers valuable insights into the strategic planning and marketing necessary for entertainment companies to successfully launch and sustain K-pop acts in the West, emphasizing the importance of understanding and engaging with superfan culture.

Publication Date

7-1-2024

Campus

Valencia (Spain) Campus

Keywords

K-pop, Superfans, Western music market, Globalization, Fan culture

K-pop in the West: Superfan Influence and Industry Adaptations

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