'Emperor of Ballads' Shin Seung-hun returns with first album in decade

Singer Shin Seung-hun attends a press conference held to celebrate his new album release at a hotel in Seoul's Gangnam District, Monday. Yonhap

Dubbed Korea's "Emperor of Ballads," singer Shin Seung-hun is finally back where he belongs — at the center of the genre he helped define.

At 6 p.m. Tuesday, the veteran singer-songwriter will unveil his 12th studio album, "SINCERELY MELODIES," his first full-length work in 10 years and a project he says was written as if it might be his last.

Since his 1990 debut, Shin has been one of Korea's most cherished voices, his delicate tenor earning comparisons to icons such as Cho Yong-pil. His hits, including "Reflection of You in Your Smile" (1990), "Invisible Love" (1992) and "I Believe" (2002), became cultural touchstones, resonating across generations as the soundtrack to heartbreak and nostalgia.

The new album, released under his own Dorothy Company, features 11 tracks that Shin wrote, composed and produced himself.

While his label called it "the culmination of a master musician's decades of craft," Shin himself described it more intimately during a press conference held in Seoul's Gangnam District on Monday, where he spoke directly with reporters.

"It's called 'SINCERELY MELODIES' because it means 'melodies written sincerely from the heart,'" he said. "I wrote this album thinking it could be my last. My passion and emotions felt dulled, and I thought this might be the last time I could write an entire album on my own. That sincerity is what gave the album its title."

For Shin, the full-length album format still carries weight, even in an era defined by streaming platforms.

"These days, albums have lost their meaning," he acknowledged. "But I hope people listen as if I'm introducing 11 of my own children."

Shin Seung-hun speaks during a press conference held to celebrate his new album release at a hotel in Seoul's Gangnam District, Monday. Yonhap

The track "Gravity of You" blends acoustic guitar with electric textures to capture the flood of emotions at both the beginning and end of love. Shin sees this track as his first true concert anthem.

"I wanted to write a song about becoming a good adult, about how I hope others live after hearing it. I've never had a real sing-along song, but I think this might be the one," he said.

Another track, "TRULY," reveals a love discovered only with time, its lyrics anchored in the natural rhythm of the Korean language.

"It's a song that can quietly move someone when they feel like crying," Shin said. "After 35 years, I thought to myself, this is the kind of ballad I should be writing."

The singer was also candid about how much the music scene has shifted since his heyday. Once the core of Korean pop music, ballads have gradually been eclipsed by highly manufactured, performance-driven K-pop.

"Music passes by quickly these days and ballad singers have ended up background music, something playing while people talk," he said.

Still, he insisted that the genre will endure.

"Past moments don't disappear. Like the foam on a beer, when everything finally fades, I believe the true essence of ballads will emerge."

That conviction will be tested this fall, when Shin celebrates his 35th anniversary with a two-night concert, "SINCERELY 35," at Olympic Hall in eastern Seoul from Nov. 1-2.

"I'm a singer, so I'd rather my songs than my words speak to people," he said. "My duty is to make music that comforts listeners when life gets hard."