Netflix has announced a multi-billion-dollar investment in South Korean scripted and unscripted content. As media consumption habits become more globalised, this move brings into question whether international involvement will stay true to Korean tastes or accommodate Western preferences.

K-pop has exploded out of South Korea and now appeals to people across the world. Tapping into this international fan base, Louis Vuitton has signed a deal to further promote South Korean culture, starting with a runway show in Seoul that aims to spotlight and drive local tourism.

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.

Having entered its fourth generation, non-traditional and subversive stars are emerging in K-pop that speak to the industry’s rising global prominence. But how are these new idols paving the way for the future and reflecting the shifting attitudes of Korean culture and K-pop fans everywhere?