Using K-pop stardom as a launchpad, Chinese singer Jackson Wang is on a quest to conquer the West with his multicultural approach to artistry. As China takes a leaf out of the K-pop book to bolster its soft power, a new league of celebrities like Wang are taking centre stage in pop culture.
Weverse is the South Korean app that prioritises the relationship between K-pop fans and artists above all else – synthesising social media, content creation, live concerts, and merchandise shopping in one platform. But how has it managed to find success both in Korea and overseas?
Chinese milk tea chain HeyTea has partnered with Korean beauty label 3CE to provide customers the chance to give a public performance of a K-pop routine. With Korean brands experiencing a decline in popularity, it hints at how collaborations may help reignite the 'Hallyu wave' in China.
Members of the K-POP group BTS are exploring relationships with luxury fashion houses, with Dior signing Jimin and Suga signing with Valentino. The collaborations come as the brands further expand their relationships with South Korea, where luxury spending with Dior is among the highest worldwide.