Infectious choruses, spectacular music videos, meticulously crafted choreography. The perfect formula of Seoul-born K-Pop has also conquered Cagliari, as demonstrated by the resounding success of last night's event at Palazzo Doglio, the "K-Pop Family Dinner Show," which brought the long Korean wave that has captivated the world over the past twenty years to the heart of the capital.
Between live performances, mini dance classes, games and creative workshops, and small interactive experiences led by the animators of Seconda Stella, the event's partner, children and parents found themselves immersed in the colorful imagery that has transformed groups like BTS and Blackpink into global superstars. And "K-Pop Demon Hunters," the animated film that has shattered all records on streaming platforms in recent months, is just the tip of the iceberg.
The revolution
Because the K-Pop phenomenon, a massive industry worth around $5 billion with 89 million fans across 113 countries, 16 million monthly listeners on Spotify, and countless concerts across continents, is no longer a niche for children and teenagers but the result of two decades of cultural evolution that have transformed South Korea into an entertainment superpower. Experts call it "Hallyu," a revolution that has exported music, but also TV series (like "Squid Game"), cinema (the Oscar-winning film "Parasite," to name one), fashion, and, in recent trends, even cosmetics.
The roots
The genre's pioneers date back to the 1990s and early 2000s, when groups like Big Bang, Girls' Generation, SHINee, and Super Junior built a model destined to become a model: pop songs fused with hip hop, R&B, funk, and disco, hypnotic looks, and an almost obsessive connection with their fans. But in 2012, something extraordinary happened: with PSY and the hit "Gangnam Style," a Korean music video invaded Western television, radio, and social media for the first time, reaching one billion views on YouTube.
In the rankings
A true trailblazer who paved the way for phenomena like BTS, the first Korean group to consistently top the American and British charts: with over 45 million albums sold since their debut, they are now the most successful artists of all time in South Korea. Their influence is impossible to ignore, so much so that they have been invited to speak at the UN three times about bullying, self-esteem, mental health, and responsibility for the future. And then there's Blackpink, ambassadors for luxury brands like Chanel, Dior, Saint Laurent, and Celine, and the first Korean group to headline Coachella, breaking all live viewing records with nearly 250 million users. And then there are their heirs, like the more recent Stray Kids and Ive, who now speak directly to Generation Z about their struggles, from self-acceptance to finding their place in the world, via TikTok or Instagram.
The followers
Everyone, with the power of social media, has been able to generate fandoms, powerful communities of fans (like BTS's "Army" or Blackpink's "Blink") who organize rallies, events, flash mobs, and online campaigns for millions. These adoring crowds are perhaps unaware that the stars who fill stadiums around the world often have years of training as "trainees" behind them: selected by agencies between the ages of 10 and 16, they spent their entire adolescence preparing through courses in singing, dancing, foreign languages, and stage presence. The dark side of a giant machine that, in an era when the world seems to be folding in on itself, does not negate a disruptive effect: that of a music born over 90 kilometers from here, which has allowed millions of young people to discover new imageries and learn to look beyond their own boundaries.
