[Book Sip] From 'Gangnam Style' to NewJeans' 'Hype Boy' Challenge... Penetrating KPOP

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From 'Gangnam Style' to NewJeans' 'Hype Boy' challenge, this is a cultural theory book that penetrates Generation Z's play through K-pop. In Poetry for Z, Professor Lee Gyutak, a judge of the Korean Popular Music Awards and an authority on K-pop culture research, discusses everything from the definition of K-pop to the historical background of its formation, its genre characteristics, and its unique business model, while also exploring why young generations not only in Korea but around the world are captivated by K-pop. Furthermore, the book examines the global phenomenon of BTS's popularity and success from a world-historical perspective, and finally looks ahead to 'Post BTS,' that is, the '4th generation' or subsequent phases of K-pop after BTS.

Korea has developed its music style and business model based on a hybrid system. Influenced by the United States, it also references Japan, and combined with Korea's political, economic, historical, social, and cultural contexts?such as the pursuit of perfection and strong competition?the current K-pop system has been established. Now, the K-pop system has acquired greater originality than the original systems of the US or Japan, to the extent that it is regarded as a uniquely Korean system. This is why K-pop music and business models cannot be simply seen as imitations or derivatives of American or Japanese models. p.69~70

For the new young generation called Gen Z, K-pop is the music they love, a culture, a form of play, and a cultural identity. They use K-pop as an alternative and a tool to differentiate themselves from other generations. Unlike the somewhat flat perception of K-pop domestically, major overseas media and scholars pay attention to and emphasize this point. In fact, many people who have grown tired of the global pop music they have listened to so far turn to K-pop as an alternative. The reason K-pop can be that alternative is not simply because its music videos are entertaining. The hybrid music that mixes styles from Korea, the US, Japan, and Europe, along with the visual enjoyment from flashy fashion and performances, is by no means inferior to global pop music and often surpasses it, clearly differentiating K-pop. p.103~104

To understand BTS's global success, it is necessary first to examine it through four keywords. The first is the mythical story surrounding BTS's success, once called the 'dirt spoon idols.' The second is the phenomenon of BTS being called the 'Next Generation Leader' especially overseas, and the reasons behind it. The third is the story of 'authenticity,' which always arises when discussing BTS. And the fourth is the indispensable presence when talking about BTS: the global fan club ARMY, Adorable Representative MC for Youth. p.111~112

Poetry for Z | Written by Lee Gyutak | 21st Century Books | 244 pages | 17,000 KRW