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K-pop acts seek to dominate international festivals
BLACKPINK's Jennie performs onstage during the 2025 Coachella Valley Music and Arts Festival at Empire Polo Club, in Indio, Calif., April 13. AFP-Yonhap
By Pyo Kyung-min
K-pop's presence at the world's top music festivals is no longer a novelty. As global lineups increasingly feature Korean artists alongside Western superstars, the genre has become a staple on international stages.
The 2025 Coachella Valley Music and Arts Festival, which concluded last weekend in California, was the latest testament to K-pop’s global reach, featuring standout performances from BLACKPINK members Jennie and Lisa and boy band ENHYPEN.
Social media lit up following the performances, with TikTok users praising BLACKPINK's Jennie and Lisa for their delivery despite the desert heat and technical issues. ENHYPEN's set drew equally fervent reactions, with some fans joking they "literally broke their vocal cords" from cheering too hard.
A fan sits wearing a flag with Heeseung from K-pop boy band ENHYPEN at the Coachella Valley Music and Arts Festival in Indio, Calif., April 13. Reuters-Yonhap
K-pop is also making inroads across other major global festivals, including Lollapalooza, which now spans North and South America as well as Europe.
At Lollapalooza Chicago, which kicks off July 31, TWICE is expected to make headlines — marking another major festival milestone for the girl group. Also joining the lineup are JYP Entertainment labelmates Xdinary Heroes and KickFlip, along with rising acts from HYBE Labels, BOYNEXTDOOR and KATSEYE.
BTS' J-Hope, who made waves with his appearance at Lollapalooza Chicago in 2022, is set to return to the festival circuit with a performance at Lollapalooza Berlin in July. Sharing the Berlin stage is girl group IVE, who is also scheduled to appear at Lollapalooza Paris later that month.
K-pop band Seventeen performs at Tecate Pa'l Norte music festival in Monterrey, Mexico, April 4. Courtesy of Pledis Entertainment
For many K-pop artists, appearances at global music festivals represent both a career milestone and an opportunity to connect with new fans. Newer idol groups now cite these stages as key goals, having watched their predecessors turn such appearances into breakthrough moments.
Cecilia Soojeong Yi, director at music and culture content agency ALPS Inc., said the rise of K-pop at international festivals reflects not only artists' aspirations but also broader shifts in the live music industry.
"In recent years, rock has declined in festival lineups while hip-hop and pop genres have emerged as headliners," Yi said in an interview with a Korean media outlet. "As booking agencies began working with K-pop labels, the barriers between them have come down."
"For K-pop companies, appearing at major festivals helps broaden the fan base beyond core genre followers," she added. "And for festivals, it makes sense to feature what's trending. Now that high-level agents are involved, it's become much easier to turn interest into actual bookings."
K-pop girl group aespa performs at the Coachella Valley Music and Arts Festival in this April 24, 2022 file photo provided by SM Entertainment. Yonhap
Still, some caution that global festival stages present unique challenges.
An industry insider, speaking to The Korea Times on condition of anonymity, said such stages are not always tailored to the specific needs of K-pop performers.
"International festivals can't accommodate every artist's individual condition, and unexpected variables often arise," the insider said. "That's why agencies have to be especially careful and diligent."
The source added that the heightened scrutiny of idols' live performance skills adds further pressure.
"Appearing without the necessary preparation could definitely backfire," they noted. "To survive on global stages where live vocals are the norm, artists need to develop their technical abilities, which, in the long run, will actually benefit K-pop as a whole.”