Today, they collaborate with artists such as Halsey and Nicki Minaj, as well as performances at awards such as The Video Music Awards and The Grammys. Korea gained unprecedented visibility as the Korean soft-power agenda was drawn up.Born from an agency outside the Big 3, since 2013 they have ensured their place in the sun among thousands and thousands of idols, gaining fans and recognition in Korea and achieving international notoriety.
K-Pop artists began to pack stadiums around the world, from the US to Saudi Arabia. The same feat had only ever been achieved by the Beatles (and of course they didn't sing in Korean). Between 20, BTS released three Billboard #1 album in less than 12 months. The crisis with China coincided with the explosion of the idol group in the West. K-Pop would have lost its biggest market had it not been for three letters: BTS.
Interest in the language has never been greater, and the government has opened 130 institutes to teach Korean in 50 countries. Worldwide, 90 million people are affiliated with fan clubs related to Hallyu, and the number of foreign students in Korean universities has increased by 20%.
The federal government has created tourist routes based on the filming locations of K-Pop clips in a campaign called “Imagine Your Korea” that plays on fans' emotional attachment: “Recreate the scenes yourself, or simply enjoy the fact that your favorite member has already been standing in this exact spot, breathing the same air and seeing the same view”, says the website.The results are palpable: tourism to South Korea has tripled. Hometowns of K-Pop have idols named neighborhoods after them. It reached number two on the Billboard Hot 100. PSY – Gangnam Style was at one time the most viewed video on the planet, thanks to its addictive, hilarious, dance and beat. EXO was conceived as a South Korean-Chinese group, performing in both languages and promoting their songs in both countries.Everyone in the world, like it or not, must have seen a K-pop related video at least once. In the K-pop star system, this meant recruiting pop musicians and managing them through years of training and thoughtful presentation - which paid off with wildly successful pop acts like the boy band EXO, which made its television debut in 2011. As with the electronics and automobile industries, the centralization of economic power within large conglomerates allowed for efficient production under careful discipline. The giant size statue, gold bronze colour and erected outside the COEX shopping centre, is dedicated to the South Korean viral dance pop music hit by Psy.The international success of K-dramas spurred careful planning for the globalization of K-pop beyond groups that had achieved national fame.
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