Seventeen turns Mexican music festival into K-pop celebration
Seventeen performs at Tecate Pa’l Norte music festival in Monterrey, Mexico, Friday (local time). Seventeen was the first K-pop group to headline the Mexican music festival. Courtesy of Pledis Entertainment
MONTERREY, Mexico — From the heart of Parque Fundidora in Monterrey, a city in northern Mexico renowned for its industrial and business significance, K-pop has established a new foothold in Latin America.
On Friday, thousands of Seventeen fans, also known as “CARATs,” filled the festival grounds early in the day, identifiable by their pastel pink and blue outfits and glowing light sticks. All were eager to witness the long-awaited debut of the Korean group at Tecate Pa’l Norte, one of Mexico’s top music festivals.
After five years of anticipation, Seventeen returned to Mexico following their 2020 “Ode to You” world tour stop in Mexico City. This time, they headlined the festival’s opening day alongside international acts such as Green Day, Massive Attack and The Chainsmokers.
Seventeen performs at Tecate Pa’l Norte music festival in Monterrey, Mexico, Friday. Courtesy of Pledis Entertainment
Tecate Pa’l Norte, the largest music festival in northern Mexico, has previously hosted global icons like The Killers, Foo Fighters, Blink-182 and Billie Eilish. With over 100,000 attendees per day, the 2024 edition ranked 15th — and the third-highest grossing among music festivals — in Billboard’s Top Boxscores worldwide.
During a press conference ahead of their performance, leader S.Coups, along with Mingyu and Vernon, shared their excitement and gratitude for the opportunity.
“We’re known for our performances and today you’ll see why,” S.Coups said.
Seventeen members speak during a press conference ahead of their performance at Tecate Pa’l Norte music festival in Monterrey, Mexico, Friday. Courtesy of Tecate Pa’l Norte
Seventeen proves presence in Latin America
At precisely 8 p.m., the crowd erupted as chants of “Seventeen” echoed through the festival grounds. The atmosphere transformed dramatically, clearly illustrating K-pop's growing presence in spaces traditionally dominated by Western acts.
No other fans stood out among the festival’s over 150 performing artists like the CARATs. Their synchronized chants and glowing light sticks illuminated the warm Monterrey night as they passionately sang “Maestro” in Korean — a distant language for many of the Spanish speakers, yet fully embraced.
Seventeen kicked off their set with “Love, Money, Fame,” followed by hits like “Left and Right,” “Snap Shoot” and “HOT.” With temperatures soaring above 30 degrees Celsius, the energy from the crowd — made up of fans from across Latin America, such as Mexico, Colombia, Brazil and Argentina — only heightened the excitement.
Seventeen performs at Tecate Pa’l Norte music festival in Monterrey, Mexico, Friday. Courtesy of Tecate Pa’l Norte
Performing as 11 members, the group displayed their versatility through unit stages: the hip-hop unit performed “Water,” the performance unit sped with “Rain” and the vocal unit carried out “Cheers to Youth,” while subunit HxW took the stage with “96ers.”
Adapting to the festival format, the group prioritized high-energy performances over longer interactions. Fan favorites like “God of Music” and “Super” inspired powerful singalongs, while “Very Nice” closed the night. Fans were surprised it wasn’t played again as often happens in their solo concerts.
Despite the constraints of a festival setting, Seventeen poured their hearts into the performance, transforming the massive stage into what felt like a full-fledged K-pop concert.
From left, Catalina, Annie and Emelina, all 25, pose with their Seventeen-themed items while waiting in line at Tecate Pa’l Norte music festival in Monterrey, Mexico, Friday. They waited to see the K-pop group since early morning. They said Seventeen “always puts on great performances." Courtesy of Aura Resendiz
K-pop’s spot in global festivals
Seventeen’s presence marked a milestone not only for the group but also for K-pop’s ongoing expansion into global music festivals. Following performances at Glastonbury and Lollapalooza Berlin in 2024, their Latin American debut at Pa’l Norte was highly anticipated by fans and industry observers.
K-pop began gaining traction in Mexico’s festival scene with RIIZE at Tecate Emblema in 2024. Seventeen’s performance this year further reinforces the genre’s impact and market potential across the region.
Fans like Fany, a 21-year-old CARAT from Durango — a state over 500 kilometers away from Monterrey — exemplify the dedication of Latin American K-pop audiences.
“A lot of people will come if more K-pop groups are invited,” she said.
Two Seventeen fans carry photo cards and banners to show their passion for members Vernon and Wonwoo at Tecate Pa’l Norte music festival in Monterrey, Mexico, Friday. Courtesy of Aura Resendiz
Even as the only Korean act in a lineup dominated by English-speaking artists, Seventeen created a cultural bridge between Korea and Mexico.
“We’re happy to share our cultures, even if we speak different languages,” Mingyu said.
With a powerful performance and warm reception from fans, Seventeen left behind more than just memories — they ignited hope for future returns.
“We were sad not to include Mexico on our tour,” said S.Coups during the press conference. “But tonight, we’ll take in the energy from CARATs and hope to come back soon.”
This article was written by Aura Resendiz and edited by Lucero Santiago for Kmagazine, a Mexican media outlet specializing in Korean and Asian culture, with over nine years of experience covering the hallyu scene in Latin America and Spanish-speaking countries. It was translated and published as part of a collaboration between The Korea Times and Kmagazine. Spanish version of the article is available at Kmagazine.