대한민국! How How K-Pop Bridges Seoul to the World
Graphic by Irene Chung.
September 18th, 2017, 1:00 AM: huddled under my sheets, I refreshed YouTube until I saw the pastel thumbnail I had been waiting weeks for – BTS’ music video for their latest release, “DNA.” Jittering in anticipation, I absorbed every detail as fodder for my inevitable rave review. I trudged into class the next day dreary-eyed, but the excitement of being among the first to experience new music from my favorite artists had me losing sleep time and again.
“DNA” did not just gain notoriety among the hallways of my middle school. The project is widely considered to be BTS’ break into the West – “DNA” was BTS’ first song to hit the Billboard Hot 100 chart, leading to their debut at the American Music Awards. Today, BTS has collaborated with A-listers like Nicki Minaj, Coldplay, Halsey, and Usher, toppled streaming records, and is the first Korean act to sell out some of the largest stadiums in the world.
The momentum created by BTS fans is largely credited to have paved the way for K-pop in the Western world, with tracks such as New Jeans’ “Attention” and Fifty Fifty’s “Cupid” charting worldwide. Interacting with Western artists also introduced new sounds in the industry: although K-pop is considered a genre in and of itself, it draws inspiration from dozens of other sources — from bossa nova in Twice’s “Alcohol Free,” to rock in J-Hope’s “More,” and noise music in NCT’s “2 Baddies.”
With recent Western attention and competing sounds, it’s important now more than ever for bands to showcase their cultural roots. In projects where groups highlight Korean culture and history in their creative direction, artists become cultural ambassadors. Their platform offers representation for a country that, until recently, lived on the margins.
Le Sserafim’s three concepts in their first studio album, Unforgiven. Source: @elsserafim on X.
In the world of K-pop, the music itself is just half the fanfare. In the weeks leading up to releases, bands sprinkle their feeds with dozens of teasers. These concept shoots are highly editorial and push the limits of a band’s identity: for instance, Le Sserafim’s Bloody Rose, Dewy Sage, and Dusty Amber concepts in their 2023 album Unforgiven showcase the diversity of styles that can be executed in a single project.
Over time, K-pop concepts have fallen into a few cliches (see your girl crush, school boy, retro), but projects with tradition-focused creative direction stand apart from other archetypes.
BTS member Suga bridges the gap between Korean traditional and contemporary culture through his single, “Daechwita” (대취타). Suga recontextualizes Daechwita, a traditional procession historically used to welcome royalty or signal military activity, with a modern twist. Suga crowns himself the king of rap, juxtaposing traditional instruments such as the piri and the janggu with lyrics about his rise to fame. He pairs his Joseon-era hanbok with sneakers, dancing in the Changdeokgung palace, an icon of dynastic power since the 15th century.
Blackpink’s latest title track, “Pink Venom,” dedicates the first scene of its music video to Korean tradition. Member Jisoo is adorned in a modernized version of traditional Korean dress: she wears a reimagined hanbok, with her hairstyle in daenggi meori (댕기머리) to match. Hanbok has been worn by Koreans as a ceremonial dress since ancient times, reserved for traditional holidays, birthdays, weddings, and funerals. Even her manicure pays homage to najeonchilgi (나전칠기), an ancient kind of intricate lacquerware made with mother of pearl that symbolizes wealth. Jisoo plays the melody of “Pink Venom'' on a geomungo (거문고), an instrument traditionally used in entertainment or ceremony for the royal court. The melody fades into a Blackpink’s typical electronic beat, effectively blending Korean tradition with modernity.
Bringing Korean culture to the mainstream sheds light on the perseverance of the country. Until the 1960s, Korea had faced devastation in the aftermath of the Korean war, and its culture was almost obliterated during Japan’s occupation earlier in the century. The transformation Korea has undergone is nothing short of incredible: from a territory where speaking the mother tongue was strictly banned to a global leader in technology and entertainment. Although these struggles and triumphs seem distantly related to music, artists providing a glimmer of representation in their work serve as a reminder that Korean culture will prevail. The Korean community across the globe looks to bands like BTS as icons of Korean culture and credits them for putting Korea’s name on the map.
As K-pop continues to gain traction in the Western world, it’s logical that Korean artists are going to cater towards international audiences. But, while they are extending their market, they must remember their roots. K-pop stands out most when it unapologetically embraces its roots. In a genre with so many roots of inspiration, releases that reimagine Korean tradition spread its culture outside of its overwhelmingly monolithic population. K-pop serves an important role in representing Koreans across the globe – which is especially meaningful for immigrants, who are ostracized for their heritage. With every hit, K-pop spotlights culture as something worth celebrating.
