Six years ago, Amber Clare was an avid One Direction fan. While browsing Twitter for updates on the band’s solo projects, she stumbled upon a reply recommending “Icy” by Itzy. Curious, she clicked on the link, and it changed her life.
“I’d never listened to K-Pop before, but I instantly became a fan,” Clare recalls. “And now, Itzy is the reason I have my job.”
Today, Clare works as the marketing and social media manager for K-Stars, the UK’s largest and first store dedicated to K-Pop merchandise. The store, which began as a small business in Manchester’s Affleck’s Palace in 2019, has since grown into a two-story emporium with over 20 staff members passionate about K-Pop.
This shift reflects the rapid rise of K-Pop’s popularity in the UK, even though mainstream radio and television have largely ignored most K-Pop acts except for giants like BTS, aespa, and Blackpink.
“It’s still a niche, but it’s a sizable one,” Clare explains. “I thought I was the only Itzy fan, but when I saw them perform live, the concert was sold out. It was eye-opening to see so many people who shared my love for them.”
Indeed, the UK now ranks among the top 10 countries on Spotify for K-Pop listeners, with boyband Ateez making waves in the UK album charts last year. This summer, Blackpink will perform two nights at Wembley Stadium, with Stray Kids doing the same at Tottenham. Twickenham Stadium will host one of K-Pop’s most enduring festivals this summer.
K-Pop acts are known for their prolific output, with Itzy having released 80 songs since their debut in 2019. The SM Town Live festival, established in 2008, will be held in Middlesex this year to celebrate SM Entertainment’s 30th anniversary. The festival will feature artists from Red Velvet, EXO, Girl’s Generation, aespa, and NCT, among others.
Reese Carter, from the boyband Dear Alice, which will perform at Twickenham, describes the festival as “non-stop,” packed with energy, and full of unforgettable performances. “It’s down to earth but hits you right in the heart,” says Ten of WayV.
SM Entertainment, a major player in K-Pop, was founded in 1995 by Lee Soo-man and is credited with creating the K-Pop model. The company pioneered the trainee system, where young performers undergo rigorous training before debuting. The festival at Twickenham will pay tribute to SM’s three-decade journey, showcasing the label’s past, present, and future stars, including promising trainees under the banner SMTR25.
Though K-Pop has made significant strides in the last few years, the focus of many bands has primarily been on the American market, where there are more opportunities for large-scale tours and merchandise sales. Amber Clare acknowledges this, saying, “When a K-Pop group announces a world tour, America is always included, but Europe is often left uncertain.”
However, things are changing. With the UK’s unique cultural connection to boy and girl groups like Take That and Spice Girls, K-Pop labels are increasingly eyeing the UK market. Collaborations with British artists, like aespa’s 2023 single “Better Things” co-written by Raye, have helped build connections.
Last year, SM Entertainment even created a British boyband, Dear Alice, and put them through the K-Pop training process, which was documented in the BBC series Made In Korea. The group’s debut single, “Ariana,” premiered at an SM Town concert in Seoul in January.
“Bringing the production to London shows SM’s interest in the UK,” says Blaise Noon from Dear Alice. “The UK is known for producing incredible boy bands, so I think SM wants to tap into that market.”
Ten of WayV, who is releasing a solo album, “Stunner,” next week, experienced the passion of UK fans during his group’s last visit. “We were surprised that people could sing along to our songs, even though we sing in Chinese,” he says. “This opportunity with SM Town will help open up a larger K-Pop market in the UK, and I hope it will allow me to perform my solo work here too.”
K-Pop’s widespread popularity is evident, with nine of the top 10 best-selling albums worldwide last year by South Korean artists. However, despite this global success, K-Pop albums have yet to chart in the UK’s Top 50. A lack of radio exposure and the genre’s frequent stylistic shifts may contribute to this. But for those willing to explore, K-Pop offers some of the most memorable and captivating music around.
One of the advantages of K-Pop’s relative obscurity is the strong sense of community it fosters. Fans often feel a deep bond with the bands, nurtured by a steady stream of social media content like dance challenges and behind-the-scenes glimpses. For Dear Alice, meeting their fans at a UK meet-and-greet was a highlight. “It felt like we were just hanging out with our mates,” says Dexter Greenwood. “We’re starting to recognize familiar faces, and the journey is only beginning.”
As they prepare to perform at Twickenham in June, Dear Alice promises to showcase even more new music. “We’re definitely planning on introducing some of the UK’s finest traditions to the SM family,” says Noon. “A whole banquet of Greggs sausage rolls for everyone!”
