Kevin Kim works in the music industry as the head of Asia for the global music business company, RouteNote.
BTS' Jin: Lighting way for Paris Olympics and global impact of K-pop
Jin, the oldest member of K-pop idol group BTS, takes a selfie with the Olympic torch in Paris, July 14 . He carried the Olympic torch near the Louvre Museum in Paris. AP-Yonhap
By Kevin Kim
The 2024 Paris Olympics have captivated the world with their blend of tradition, innovation and unity. Among the most striking moments leading up to the games was when Kim Seok-jin, better known as Jin from BTS, carried the Olympic torch through the historic streets of Paris, starting from the Louvre Museum. This significant event goes beyond highlighting a popular musician; it underscores the profound cultural influence of K-pop globally, and particularly in France.
Significance of K-pop at Olympics
Kevin Kim
Jin’s selection as a torchbearer is symbolic on multiple levels. It underscores the global reach and cultural significance of K-pop, a genre that has grown from South Korean roots to a worldwide phenomenon. Characterized by catchy beats, intricate choreography and engaging music videos, K-pop has transcended cultural and language barriers to become a staple of global pop culture.
K-pop’s rise in France
France’s embrace of K-pop began in earnest in the early 2010s. In 2011, SM Entertainment held its first K-pop concert in Paris, marking a significant milestone. This concert, featuring artists like Girls’ Generation and Super Junior, sold out rapidly, demonstrating the burgeoning interest in K-pop in France. The event’s success led to additional concerts and solidified France as a major hub for K-pop in Europe.
French fans, known for their enthusiasm and dedication, have helped organize numerous events to celebrate their favorite K-pop artists. The annual Korean Cultural Festival in Paris showcases a wide array of Korean culture, including K-pop performances, attracting thousands of attendees each year. Social media platforms like YouTube and Twitter have also played a crucial role in spreading K-pop’s popularity, enabling fans to access music videos, live performances and interact with their favorite artists online.
Cultural intergration at Olympics
The Paris Olympics are not just about sports; they are a celebration of global cultures coming together. The inclusion of K-pop in the festivities highlights the importance of cultural diplomacy and the soft power that cultural icons wield. The Cultural Olympiad, a series of events designed to showcase global artistic talents and foster cultural exchange, is a perfect platform for K-pop to shine.
Jin’s role as a torchbearer during the Paris Olympics is a testament to this cultural fusion. His participation not only celebrates the unity of sports but also the unifying power of music and culture. The decision to have Jin carry the torch reflects how K-pop has become a bridge between different cultures, fostering a sense of global community.
Power of K-pop and its global influence
K-pop’s impact extends beyond music. It has influenced fashion, beauty standards and even social movements. The genre’s emphasis on meticulous performance and production values has set a new standard in the music industry. Moreover, K-pop artists often use their platforms to address important issues such as mental health, social justice and environmental sustainability, resonating with a global audience.
France’s recognition of K-pop’s influence is also a reflection of the changing dynamics in global pop culture. In the past, Western music and culture dominated the global scene. However, the rise of K-pop has shown that excellence in entertainment transcends geographical boundaries. K-pop’s success in Western markets, including multiple appearances at prestigious award shows and topping international charts, is a clear indication of this shift.
The event itself: Jin’s torch relay
On July 14, Jin made headlines by carrying the Olympic torch through the Louvre Museum segment during the Paris Olympics. This day, which also marked Bastille Day, France’s National Day, added to the significance of the event. Jin’s participation drew thousands of fans to the streets of Paris, showcasing the global reach and passionate following of K-pop.
Jin, recently discharged from military service, expressed his honor and gratitude for being part of the event. He carried the torch for approximately 200 meters, from the Rivoli Street intersection to the Carousel Square, handing it over to the next runner in front of the Louvre Pyramid. The sight of Jin, in the official torchbearer uniform, greeted by thousands of cheering fans, was a powerful image of global cultural exchange.
French media outlets like Paris Match and Le Monde, as well as international media including the Associated Press and Billboard, highlighted Jin’s participation as one of the most notable moments of the torch relay. The extensive coverage emphasized his impact as a cultural ambassador and the widespread admiration for BTS.
Broader cultural impact: Korea House at the Olympics
The influence of K-pop and Korean culture extends beyond Jin’s torch relay. The Korean government and the Korean Sports & Olympic Committee set up the largest-ever Korea House at the Paris Olympics. This cultural hub showcases not only sports but also K-pop, K-beauty and K-food, drawing the interest of international visitors.
Artists from the HYBE label, including SEVENTEEN’s subunit BSS and TOMORROW X TOGETHER (TXT), participated in various events, further highlighting the integration of Korean culture into the Olympic festivities. The Korea House serves as a testament to the dynamic and multifaceted nature of Korean culture, providing a platform for athletes and fans to connect through shared cultural experiences.
A new cultural milestone
Jin’s selection as a torchbearer for the 2024 Paris Olympics is a historic and meaningful decision that highlights the global cultural shift towards more inclusive and diverse representation. It celebrates the unifying power of music and the significant impact of K-pop on global culture. For France, this moment is an acknowledgment of the changing tides in cultural influence and a celebration of the global community’s interconnectedness.
As the Olympic torch made its way through the iconic streets of Paris, it not only lit the way for the upcoming games but also illuminated the path for cultural understanding and unity. This act symbolizes a bridge between East and West, showcasing how music and culture can bring the world together, much like the Olympics themselves. In a world often divided by differences, moments like these remind us of the power of shared passions and the universal language of art and sport.
Kevin Kim (kevin.kim@routenote.com) is the head of Asia for RouteNote, a global music business company. He worked for YG PLUS and CJ E&M Mnet before joining RouteNote.