After BTS: The Rise of the Next Generation of K-Culture

n the post-BTS era, a new chapter of Korean pop culture is unfolding—and it’s more diverse, experimental, and global than ever. As the original members of BTS continue their military service, fans and critics alike are asking: what comes next?

The answer is far from singular. From fourth-generation K-pop groups like NewJeans and Stray Kids to K-dramas like Moving and The Glory, South Korea is proving that its cultural influence doesn’t hinge on one act—it’s an ecosystem.

In August 2024, Sweetheart, a youth-focused K-drama featuring a queer lead storyline, broke streaming records in over 20 countries, including France and Brazil. Meanwhile, NewJeans recently headlined Lollapalooza Berlin, signaling a generational shift in both style and substance. “The global audience is not just watching K-culture,” says Dr. Choi Min-seok, a cultural studies professor at Yonsei University. “They’re emotionally investing in it.”

Part of this evolution is tied to platforms. With TikTok, V Live, and now Weverse 2.0, K-pop is more accessible—and participatory—than ever. Global fans are not just consuming content but remixing it, translating it, and even building fan economies through donations and merchandise collaborations.

Younger artists are also pushing boundaries. While BTS brought emotional honesty and mental health into pop lyrics, newer groups are more experimental with genre, visuals, and identity politics. Acts like Le Sserafim are embracing themes of resilience and defiance, attracting a broad base of fans across Europe and Southeast Asia.

Importantly, government support continues to fuel this momentum. The Ministry of Culture recently announced a ₩300 billion fund to support creative startups and independent artists, aiming to diversify Korea’s cultural exports beyond K-pop.

Yet challenges remain. Industry burnout, creative control issues, and allegations of exploitation still surface regularly. As K-culture becomes a global industry, questions of ethics and sustainability will grow louder.

Still, as September begins, one thing is clear: Korea’s cultural wave is far from cresting—it’s evolving.

Date: 2024-09-09

Reporter: 박근홍