The Essence of 'K' in K-Pop: Language, Identity, and Global Influence

《Songwriter's Perspective by Lee Min-kyung》
Lee Min-kyung, a current singer-songwriter, shares insights into music from a musician's perspective, analyzing hidden meanings and unheard stories behind the songs.

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What does the 'K' in K-Pop truly signify? As BTS prepares for their comeback and BLACKPINK releases 'GO', discussions arise online questioning the essence of 'K' in K-Pop. Critics argue that the absence of Korean language in titles and lyrics, along with the lack of traditional Korean elements in music, makes the 'K' in K-Pop seem less significant. However, defining what 'K' specifically represents in K-Pop is not straightforward.

BTS's upcoming album 'Arirang', set to release on the 20th, has sparked debate over its title, as none of the track names are in Korean. Some expected the album to center around Korean imagery due to its name.

Similarly, BLACKPINK's recent release 'GO' faced criticism for not feeling like 'K-Pop'. The song's structure is unfamiliar to domestic audiences, and the absence of Korean lyrics has been noted.

Korean language might be the sole element that distinctly defines K-Pop. Even with foreign members, the use of Korean language showcases the group's identity rooted in the Korean industry. The importance of language can be seen in the case of Latin artist Bad Bunny, who maintained his identity by singing in Spanish, leading to his Grammy win for 'Album of the Year'.

Excluding language, the musical aspect of K-Pop's 'K' remains ambiguous. The addictive melodies and rhythms, often referred to as 'K-Pop's unique flavor', are adaptations of Western pop music styles.

Genres like New Jack Swing, EDM, and hip-hop, popular in early K-Pop, mirrored trends in Western pop markets. Today's electronic sounds in K-Pop are also globally popular. Except for unique cases like BTS's Suga's 'Daechwita', which blends traditional Korean music with pop, K-Pop has always been intertwined with 'pop'.

Even the core system of K-Pop, often praised, has roots abroad. The model of 'trainees with strong narratives' and 'beautiful people performing synchronized dances' is an evolution of Japanese and American methods.

The concept of young, attractive individuals singing and dancing traces back to 1990s American groups like NSYNC. Furthermore, the systematic trainee education system in K-Pop was inspired by SM Entertainment founder Lee Soo-man's observations of Japan's Johnny's Entertainment. Johnny's trained 'juniors' as backup dancers for senior artists, holding concerts and building fanbases pre-debut. Similarly, the Jackson 5, with Michael Jackson, received rigorous training in stage manners and interviews before debuting.

Can we then dismiss BLACKPINK and BTS as 'K-Pop idol groups' due to the absence of Korean language and unique systems? Their positive impact on Korea's national brand suggests otherwise.

K-Pop fans worldwide are increasingly visiting Korea and engaging in economic activities like consuming K-Food. According to the Ministry of Culture, Sports and Tourism, over 18.5 million foreign tourists visited Korea last year, surpassing the 17.5 million in 2019 when K-Pop was on the rise. The 2024 domestic music industry revenue is projected at 13.27 trillion won. A simple recipe shared by BTS's Jungkook on social media once led to a surge in overseas sales of Samyang Foods' Buldak sauce.

For those in their late 20s and 30s, the absence of the nostalgic 2010s K-Pop feel in recent music is disappointing. However, the pop market trends have evolved significantly since then.

For K-Pop to grow to the point where artists receive Grammy recognition like Bad Bunny, it's crucial to consider where K-Pop stands between global appeal and cultural identity. Discussions on the impact of Korean language exclusion on K-Pop's identity and the essential 'K' to preserve are expected to continue.

Lee Min-kyung, Ten Asia Reporter 2min_ror@tenasia.co.kr