K-Pop Takes Over the UK: A New Wave of Musical Fandom

K-Pop is making waves in the UK, with an ever-growing fanbase embracing the genre. The rise in popularity is evident as major South Korean acts, such as Blackpink and Stray Kids, prepare to perform at iconic British venues, including Wembley Stadium and Tottenham Hotspur Stadium. Meanwhile, the long-running SM Town festival is set to make its UK debut in Twickenham, marking a significant milestone in K-Pop’s international expansion.

For Amber Clare, K-Pop was a life-changing discovery. Formerly a devoted One Direction fan, she stumbled upon Itzy’s song Icy while browsing Twitter. That moment of curiosity led her down a path that eventually saw her become the marketing and social media manager for K-Stars, the UK’s leading K-Pop merchandise store. Starting as a small business in Manchester’s Affleck’s Palace in 2019, K-Stars has since evolved into a two-storey emporium with over 20 employees—highlighting the genre’s immense growth.

Despite limited radio and television exposure, K-Pop’s popularity in the UK has skyrocketed. Spotify data places the UK among the top 10 countries streaming K-Pop, with boyband Ateez landing two albums in the UK’s top five charts last year. The genre’s appeal extends beyond casual listening, as thousands of fans gather for live concerts, creating an enthusiastic and loyal community.

SM Town’s Historic Arrival

The SM Town Live festival, originally established in 2008, is a grand showcase of talent from South Korea’s influential entertainment company, SM Entertainment. To celebrate its 30th anniversary, the festival will be held in Twickenham, bringing together a stellar lineup, including Red Velvet, EXO, aespa, and NCT. For fans, it’s an opportunity to witness a vast array of artists in one spectacular event.

Reese Carter, a member of the UK-based boyband Dear Alice, who trained under the K-Pop system, describes the festival as “a non-stop, high-energy experience” that immerses fans in the essence of K-Pop. Fellow artist Ten, from the group WayV, notes that while K-Pop is known for its dazzling performances, its emotional depth is what truly resonates with audiences.

The Growing UK Market

South Korea’s music industry has long prioritized the US market due to its lucrative touring and merchandise opportunities. However, the UK is increasingly becoming a key focus for labels. The country’s rich history with boy and girl groups—from the Spice Girls to One Direction—offers a natural affinity for the polished, performance-driven appeal of K-Pop.

Collaborations between UK artists and K-Pop groups are also on the rise. British singer Raye co-wrote aespa’s hit Better Things, while Le Sserafim teamed up with PinkPantheress on Crazy and Jungle on Come Over. These partnerships are helping bridge the gap between the two music cultures, fostering even greater interest in K-Pop within the UK.

In an unprecedented move, SM Entertainment launched Dear Alice, a British boyband trained under the K-Pop system. Their journey, documented in the BBC series Made in Korea, showcased the intense preparation required to debut in the industry. Their performance at SM Town Live in Seoul earlier this year was a testament to their training and the increasing crossover between UK and South Korean music markets.

A Promising Future

Despite K-Pop’s global dominance—nine of the world’s top 10 best-selling albums in 2024 were by South Korean artists—mainstream UK radio has yet to fully embrace the genre. While language barriers and stylistic shifts may initially challenge new listeners, dedicated fans praise K-Pop’s innovative compositions and dynamic performances.

The genre’s relative exclusivity has fostered a passionate and tight-knit community. Social media platforms fuel this connection, with daily content ranging from dance challenges to behind-the-scenes footage. For groups like Dear Alice, this engagement has translated into real-world interactions, with UK fans forming close-knit bonds with the artists.

Looking ahead, the arrival of SM Town Live in the UK signifies a turning point. As more British fans embrace K-Pop and labels continue targeting the market, the genre’s presence in the UK is poised to expand even further. With groups like Dear Alice leading the way, the UK’s K-Pop future looks brighter than ever.

And as the members of Dear Alice humorously note, introducing their South Korean labelmates to classic British traditions—such as indulging in a feast of Greggs sausage rolls—will be an added bonus in this cultural exchange.