Rose's 'APT.' hooks world with unique Korean linguistic flavor
Bruno Mars, left, and Rose are playing a drinking game in the music video for "APT." Captured from Youtube
By KTimes
Punchy sound of 'Apateu' blends Korean and English with bilingual flair
The catchy Korean drinking game chant, "Apateu Apateu," is now sweeping the globe. Riding the explosive popularity of "APT.," a duet by BLACKPINK’s Rose and American pop star Bruno Mars, the Korean term "Apateu" (아파트) is now one of the buzziest words on social media — not to be confused with the English word, "apartment."
Known for its addictiveness, and even dubbed a "song forbidden for college entrance exam takers," this track owes its popularity not only to its bouncy charm but also to the unique “linguistic flavor” of K-pop, created by the mix of English and Korean.
Since its release on Oct. 18, "APT." has topped South Korea’s Melon Daily Chart and climbed to the No. 1 spots of global streaming giants Spotify and Apple Music. The track's music video hit 160 million views in just nine days on YouTube.
"APT." also debuted at No. 4 on the U.K. Official Singles Chart, marking a record-breaking achievement for a solo Korean female artist, with Rose's track surpassing even BLACKPINK’s own highest chart placements. The song is also expected to break into the Top 10 on the U.S. Billboard Hot 100.
Rose, right, and Bruno Mars engage in a game with friends. Captured from Bruno Mars' Instagram.
Mars, celebrating the track's No. 1 ranking on a Korean music show, posted in Korean on Instagram: "I cried all morning for getting my first music show number one ㅠㅠ," garnering the admiration of fans worldwide. The Korean expression "ㅠㅠ" is often used to convey sadness, frustration, or emotional emphasis — similar to a sad or crying emoji.
Rose, who both wrote and composed the track, was inspired by Korea’s popular “apartment game,” a rhythmic drinking chant. The singer has since generated global buzz, one of the rare instances wherein a K-pop idol gained success for a self-composed track.
With roots in New Zealand, Rose has demonstrated her skills as a singer-songwriter while embracing the hybrid identity of K-pop, defying trends and capturing audiences across cultures.
“APT.” is a pop-punk track with a punchy beat, taking inspiration from Toni Basil’s 1982 hit “Mickey” but adding a modern twist. The song transitions from rap in the opening verse to a melodious prechorus and builds toward an energetic chorus inspired by the apartment game chant. Rose’s powerful, rock-tinged vocals in the bridge give the song an unexpected dynamic vibe.
Music critic Chung Won-seok said that while “APT.” evokes memories of hits like “Mickey” and The Ting Tings’ 2008 track “That’s Not My Name,” the song’s nostalgic pop-punk edge is refreshing among current K-pop offerings.
“It’s a well-crafted pop song that stands apart from trending Western pop songs,” he said. Indeed, fans of “That’s Not My Name” have flooded its YouTube comment section, comparing it to “APT.”
"APT.," a collaborative single released by Rose and Bruno Mars / Courtesy of The Black Label
Language play and cross-cultural appeal
The unique charm of “APT.” also lies in the collision of English and Korean, merging Western pop with a distinctly Korean game chant.
Former Tokyo University of Foreign Studies Professor Hideki Noma, an expert on K-pop linguistics, explained the appeal in an interview with the Hankook Ilbo: “This is the triumph of bilingualism without dominance. Rather than relying on a narrative, Rose has intensified the inherent ‘playfulness’ of the words, blending English and Korean together.”
Noma added, “The song leverages the rhythmic plosive consonants of the Korean syllables ‘ㅍ’ (p) and ‘ㅌ’ (t), maximizing the appeal of the loanword ‘Apateu’ that sounds similar to English, yet different.”
Even American pop sensation Charlie Puth couldn’t resist posting a TikTok of himself chanting “Apateu Apateu,” declaring, “This song is forever stuck in my head.”
To capture the Korean pronunciation accurately, the English title is stylized as “APT.” The chant’s energetic rhythm is rooted in the Korean drinking game, "3-6-9 Game." Players count aloud, clapping instead of saying any number with 3, 6, or 9. A mistake means they drink.
Russian teenagers enjoy the "Apateu" game as they sing along to Rose's "APT." Capture from TikTok
In an interview, Rose shared that she sent Bruno Mars three songs, expecting him to pass on “APT.” When he chose it, Mars asked, “What does this mean?”
Rose then explained that it was a Korean drinking game, prompting his enthusiastic participation. Mars even waves the Korean flag and shouts “cheers” in the music video, further fueling the trend online.
The song has resonated across generations, with even politicians joining the “APT.” craze.
Rep. Cho Kuk, leader of the minor opposition Rebuilding Party Korea, shared the music video on his social media, while Rep. Han Dong-hoon of the ruling People Power Party posted, “I can’t stop listening to it.”
The Korean alcohol industry is thrilled by the attention. When Rose demonstrated mixing “so-maek” (a blend of soju and beer) in a viral Vogue video that garnered 3 million views in five days, several Korean liquor brands began exploring so-maek marketing campaigns for overseas consumers.
Meanwhile, Yoon Soo-il’s 1982 megahit song "Apartment," unrelated in content, has also seen a massive spike in streams, with daily listens jumping fivefold from Oct. 17 to Oct. 26.
With its contagious rhythm and cultural crossover, Rosé’s “APT.” is solidifying itself as a K-pop phenomenon, bridging Korean traditions with Western pop culture and sparking curiosity and excitement worldwide.
This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI and edited by The Korea Times.