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������CUriosity, experts across the 91��ý campus answer questions about humans, our planet and the universe beyond.

Stephanie Choi, assistant professor of ethnomusicology at 91��ý and a K-pop fan, talks about why this music genre has gained widespread popularity beyond South Korea.

Since last summer, few songs have been as inescapable as “Golden.”��

In the Netflix blockbuster film “KPop Demon Hunters,” animated girls in stylish outfits, who slay monsters, belt out the anthem, “We’re goin’ up, up, up, it’s our moment / You know together we’re glowing,” a chorus that countless American children (and plenty of adults) can now sing on cue.

South Korean popular music, or K-pop, is having a moment in the United States, and 2026 could be its biggest year yet.��

“Golden” recently became the first K-pop song to win a Grammy Award. It is also nominated for Best Original Song at the upcoming Academy Awards on March 15. Two of the genre’s biggest acts, BLACKPINK and BTS, are releasing new albums this year, while groups I-DLE and Twice are touring across North America.

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BTS (Credit: BIGHIT MUSIC)

Stephaine Choi saw the K-pop wave coming for years. An assistant professor in the College of Music who studies K-pop’s global influence, Choi is also a fan of the genre.

On top of a pastel-pink cabinet in Choi’s office sits a small shrine to her fandom: photos of EXO, a South Korean boy band she has followed for more than a decade, stuffed animals representing members of SHINee, another favorite, and souvenirs from K-pop concerts she’s been to.

Her most prized piece is a lipstick shaped like SHINee’s lightstick, an aqua-colored glow stick that resembles a diamond perched on a microphone.

“There are lots of social functions in music,” Choi said. “It could be for entertainment. It could be for ritual. It could also be for community building. K-pop culture makes you want to be part of the community.”��

Despite its name, K-pop isn’t defined by a single musical style. Instead, Choi describes it as performance-centered music presented by idols. These artists are trained by entertainment companies, often starting in their early teens.

In the United States, K-pop first gained traction among Korean Americans before spreading through other Asian American communities in the early 2000s. In 2012, Psy galloped his way into the American mainstream with his viral hit “Gangnam Style.” The music video was the most viewed video on YouTube for five years.

The real turning point came in 2017 when the boy band BTS won the Billboard Music Award for Top Social Artist, a fan-voted category.

Unlike traditional celebrity culture where the musicians are often viewed as gifted, Choi said the relationship between idols and fans feels more equal in K-pop culture.

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Through livestreams, social media and subscription messaging platforms, fans can communicate with idols directly on a daily basis.

Because most idols debut as teenagers, fans often watch them grow, mature and eventually become full-fledged artists launching their own solo careers. Fans ride every high and low with the artists, and growing alongside them is what makes K-pop so irresistible.

“It feels like you’re building a history together,” Choi said.

This connection motivates fans to organize campaigns, translate music videos and promote their favorite artists. According to a 2024 survey by the South Korean government, more than 200 million people across 119 countries identify as fans of Korean culture, with the majority focused on K-pop.

By 2022, BTS had taken home 12 Billboard Music Awars, breaking a 17-year record previously held by Destiny’s Child. BLACKPINK headlined the Coachella Valley Music and Arts Festival in 2023. Another girl group called Twice is currently on a world tour with a Denver stop in April.

The popularity of Korean music also encouraged people in the United States to take up language lessons. Duolingo, a language learning app, saw a 22% growth in Korean learners in the United States last year.

“You can definitely enjoy music without understanding the language,” Choi said. “But K-pop opens up a whole new world for people to learn about other cultures.”