The K-pop industry has come a long way, growing an international fanbase in leaps and bounds, with several prominent artists embarking on world tours and making themselves known in the western music market. The industry itself is well aware of its popularity across the globe and various management labels have been working towards using this stardom in promoting more Asian acts across Europe and America.
K-pop isn’t just a fad, it embraces the whole culture of South Korea and is also the country’s answer to more international crossovers.
In 2019, SM Entertainment, a well-established Korean management company released its newest group, SuperM, after months of secret-planning, which caused much buzz from the get-go. The new seven-piece unit featured members from four established K-Pop groups under SM. In 2020, SuperM became the only K-Pop artists to perform in the ‘One World: Together At Home’ concert hosted by Lady Gaga in association with the World Health Organization and Global Citizen.