CULTURE
THE FUTURE 100
10
In October 2021, Billboard launched its Hot Trending Songs chart, which ranks songs according to how much Twitter conversation they are driving. In an
astonishing show of domination, 14 of the top 20 songs on the debut chart
came from K-pop acts, including boy band legends BTS, rivals Enhypen and
the Blackpink rapper Lisa. K-pop idols inspire fierce loyalty and their fandoms are a global cultural force on social media (see Mobilizing Fandoms, “Future
100: 2021”). The K-wave, also known as Hallyu, is taking the world by storm. K-pop stars have graduated to the A-list, gathering brand endorsements by
The global K-wave effect
Korean culture is an increasingly potent global force, exerting influence on everything from film to fashion to food to fandoms.
the dozen. Kai from Exo has partnered with Gucci and Blackpink’s members can reel off a host of collaborations with brands including Chanel, Celine,
Dior and Tiffany. Burberry has signed up girl band Itzy, while Blackpink singer Rosé and rapper CL were the first Korean female artists to be invited to the Met Gala in 2021.
K-pop is just one of several Korean cultural exports building a global audience. The international popularity of Korean food and beauty brands is at an all-time high, with the latter exceeding $6 billion in 2020 according to data from the
South Korean government. Even the English language has succumbed, with the
