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

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

Scope
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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