News of the arrival of South Korean boyband JYJ prompted hundreds of fans to camp out on the streets recently to get closer to the trio. But this wasn’t in Seoul or even Tokyo: it was in Lima.
Having taken Asia by storm over the past decade with bubblegum hooks and dance moves infused with military precision, South Korea’s K-pop phenomenon continues to defy language barriers and find fans around the world. As South Korea continues to export its culture, K-pop’s polished fusion of influences ranging from hip-hop to dubstep is winning a growing number of passionate followers in Latin America.
JYJ has held sellout concerts there and a Colombian TV station is airing a K-pop talent show. Latin American fans have posted hundreds of videos on YouTube showing flash mobs emulating K-pop dance moves and urging their favourite stars to visit the continent, despite many not having officially released songs outside Asia.
Promoters are using the power of the Internet to lure distant fans and organise concerts in Europe and North and South America. ”Korean acts are not only monitoring but also monetizing their Twitter trends, Facebook likes, and YouTube views,” said Bernie Cho, president of DFSB Kollective, a Seoul-based creative agency providing digital media solutions to more than 350 K-pop artists.
