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  • Why have US teens gone mad for K-pop?
    KCON USA (2014) ©

Teen America: K-poppers

From Fangirls to Coasties, the US is home to a colourful range of teen subcultures. In the second of a series exploring Gens Z and Y, Andrea Graham Richeson takes a look at Korea-obsessed K-poppers. How’s this group changing what it means to be a consumer in an increasingly global market?

Location United States

Is America’s exclusive influence over youth culture coming to an end? From TV dramas and K-pop to Samsung smartphones and the Seoul fashion industry, South Korea’s Hallyu – the ‘Korean Wave’ – has become an ever-growing consumer and cultural force in young people’s lives around the world.

With a global fan base of 10 million and an industry valued at an estimated $18 billion, the Hallyu wave is ready to take on the United States. [1][2] While this scene is still emerging in the US, more and more American youth are identifying themselves ...



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    From Fangirls to JK Poppers, the US is home to a range of teen subcultures. In the first of a series exploring American Gen Y and Z tribes, Andrea Graham – founder of Youth Tribes – delves into the sun-bleached world of Coasties. How is this group redefining the beach and action sports enthusiast?

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    From the cherry blossom print to the ‘most successful art union ever’ with eccentric Japanese artist Yayoi Kusama, Louis Vuitton regularly collaborates to create culturally-relevant designs. But as the brand loses ground in Asia, could K-Pop be the answer?

  • Article image Viki:‚Äč opening up international TV's borders

    Nearly 60% of Brits watch online video every day. The internet has broadened our tastes – from Venezuelan novellas to K-Pop videos, the living room has gone global. By crowdsourcing subtitles, streaming site Viki makes TV shows from all over the world accessible to everyone.

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    DramaFever, the largest US importer of Korean prime-time drama, has reported a rapid rise in Millennial viewers. And it’s non-Korean-speakers who are proving the biggest fans. So what’s making a generation of young Americans embrace K-pop culture with subtitles?

  • Article image Why is China obsessed with K-pop?

    Korean entertainment and culture are seeing a strong revival in China. And it’s not only strengthening Korea’s economic influence and solidifying its position as Asia’s arbiter of culture, but transforming Chinese identity and consumer behaviour across the spectrum.

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    For today's youth, neo-tribalism is the new clique. Leaving blind conformity behind, these fast-moving, flexible cultures are a cocktail of affiliations and references, always shifting and reforming. But if everyone can be whoever they like, how do you know who’s in or out?