It was reported that six years ago, Amber Clare had been an avid One Direction fan. While she browsed Twitter for updates on the band’s solo projects, she encountered a comment urging her to listen to “Icy” by Itzy. Out of curiosity, she clicked the link, and that action reportedly changed her life. She later explained that she had never listened to K-Pop before and became an instant fan. In addition, she mentioned that Itzy was the reason she eventually landed her job. Currently, she works as the marketing and social media manager for K-Stars, the UK’s first and largest store dedicated to Korean pop music.

The Rise of K-Pop in the UK

It was noted that K-Stars began as a small business in Manchester’s Affleck’s Palace in 2019. Initially, customers placed orders through PayPal, and the CEO personally packed and shipped every item. Later, the store expanded to a two-story location in Deansgate with over 20 dedicated staff members. Despite limited radio and TV exposure, K-Pop has reportedly exploded in the UK. Groups such as BTS, Blackpink, and aespa have gained massive followings. Clare remarked that although K-Pop still feels niche, it is a significant niche. She noted that at concerts, the large number of fans becomes immediately apparent.

K-Pop Dominates UK Stadiums

It was mentioned that the UK now ranks among the top 10 countries streaming K-Pop on Spotify. For example, the boyband Ateez secured two albums in the UK’s top five charts last year. This summer, Blackpink and Stray Kids are set to perform at Wembley and Tottenham stadiums. In addition, Twickenham is scheduled to host SM Town Live, a major K-Pop festival. Established in 2008, the festival showcases artists from SM Entertainment. To celebrate its 30th anniversary, SM Entertainment is reportedly bringing the event to London for the first time. A member of the boyband Dear Alice remarked that the festival felt like a multi-day event compressed into one night and advised that attendees should be ready to dance nonstop.

SM Entertainment’s Enduring Influence

It was observed that SM Entertainment, founded in 1995 by Lee Soo-man, played a pivotal role in shaping modern K-Pop by introducing the trainee system. The upcoming Twickenham concert is expected to celebrate SM’s legacy. It will feature veteran acts such as Red Velvet, EXO, and Girls’ Generation alongside current stars like aespa and Riize. Furthermore, all sub-units of NCT are scheduled to appear, which one prominent NCT member noted was a rare occurrence since their last full-group performance occurred two years ago. The event will also debut SMTR25, a group of promising trainees. Aespa described performing with both senior and junior artists as an incredibly meaningful experience.

Shifting Focus Toward the UK

It was acknowledged that, despite K-Pop’s impressive global strides, most groups had historically focused on the US because of its massive music market and superior touring opportunities. Clare admitted that while every world tour includes America, Europe was often overlooked. However, things are reportedly changing. K-Pop labels are now turning their attention to the UK—a market known for its love of pop groups like Take That, Spice Girls, and Little Mix. Several K-Pop acts have already collaborated with British artists, demonstrating this growing connection.

A Strong Bond Between Artists and Fans

It was highlighted that nine of the top 10 best-selling albums worldwide last year came from South Korean artists, even though none appeared in the UK’s Top 50 charts. One reason cited was limited radio play, and another was that some listeners found K-Pop’s stylistic shifts challenging. Nevertheless, fans who explore the genre reportedly discover some of the most creative hooks in pop music. A key aspect of K-Pop’s appeal was said to be its strong fan culture, built through constant social media interaction from dance challenges to video diaries. Members of Dear Alice recalled that a recent UK meet-and-greet felt like hanging out with friends and that familiar faces began to emerge as part of a growing community. They even joked about introducing SM artists to British customs by ordering a Greggs feast for the SM family.