Essay: How K-Pop took over the world in the 2010s

Client: VOGUEREAD IN FULL:

UK editionAustralia editionIndia edition

K-Pop has now become, at the very least, a known entity in the mainstream hive mind. This year Blackpink headlined Coachella festival, the debut album from supergroup SUPERM went to #1 on Billboard’s Hot 200, NCT 127 appeared on everything from Beats 1 to The Late Late Show with James Corden to PeopleTV, and dozens of idol groups, new and established, sold out venues across the world. BTS, with their sleek, modern but authentic story-telling around youth and self-acceptance, are not only widely acknowledged by their fans and peers to have paved a path into the West, but helped creatively reinvigorate the industry on home turf.

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