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With Fanomenon, K-Pop’s Biggest Companies See Their Answer To Coachella
Organizers expect 520,000 visitors and nearly $680 million in economic impact from the fan-focused event, which will feature concerts, exhibitions and awards.
K-pop, born in the 1990s as a strictly Korean genre, has expanded to become a global phenomenon. In the last decade we have seen how BTS and Blackpink groups — and their soloists separately — have broken records on YouTube and collaborated with Western stars such as Coldplay or Rosalía. To better understand such a boom, the Hispanic public now has K-Pop Idols. How a global genre is manufactured, an essay originally published in 2019 and written …