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Music without borders: global impact of K-pop tours

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K-pop group NCT 127 completed a second 'dome' tour in Japan in early 2024. Courtesy of SM Entertainment

K-pop group NCT 127 completed a second "dome" tour in Japan in early 2024. Courtesy of SM Entertainment

K-pop has undeniably become a global phenomenon, captivating audiences worldwide with its vibrant music, intricate choreography and charismatic performers. World tours play a crucial role in promoting K-pop globally, offering fans across continents the chance to experience their favorite artists live.

Kevin Kim

Kevin Kim

TWICE's "Ready to Be" world tour highlighted the immense popularity of the group, featuring sold-out performances at iconic venues like SoFi Stadium and MetLife Stadium. BTS' "Love Yourself" and "Map of the Soul" tours set new standards for global K-pop tours, breaking records for attendance and revenue. BLACKPINK's "IN YOUR AREA" and "BORN PINK" tours showcased its ability to sell out major venues and headline prestigious events like Coachella.

In 2024, NCT 127's "Neo City – The Unity" tour spans major Asian cities, showcasing its innovative concert experiences and extensive fan engagement efforts. NCT Dream's "The Dream Show 3" world tour emphasizes its growing international appeal. SHINee continues its legacy with the "SHINee World VI: Perfect Illumination" tour. Baekhyun's "Lonsdaleite" Asia tour demonstrates his success as a solo artist post-EXO.

The rise of new acts like Xikers is notable. The group's first European tour, "Tricky House: First Encounter in Europe," reflects its rapid rise to fame. ITZY's "BORN TO BE" world tour, including stops in major European cities, demonstrates its growing international fanbase. Stray Kids' performances at major festivals like BST Hyde Park in London and I-Days in Milan emphasize its headliner status and widespread popularity.

Global K-pop fans exhibit immense dedication and excitement for these tours. Fans often camp out for tickets, create fan projects and engage heavily on social media to support their favorite artists. For example, Seventeen's fans organize elaborate fan projects, mass streaming events and synchronized lightstick performances at concerts. In Europe, fans travel from various countries to attend concerts, reflecting the strong community bonds within the K-pop fandom.

K-pop tours generate substantial revenue not only through ticket sales but also through merchandise and local spending by fans. Cities hosting these concerts see a boost in their economy, benefiting hotels, restaurants and retail businesses. For example, BTS's "Love Yourself" tour reportedly brought in over $4 billion to the South Korean economy. Similarly, BLACKPINK's world tour is estimated to have generated over $100 million in ticket sales and merchandise.

Including artist perspectives adds a personal touch to the narrative. Artists often express their gratitude and excitement for the opportunity to connect with international fans. For instance, members of Seventeen have shared their joy at seeing fans sing along to their songs in different languages, emphasizing the emotional and cultural connections forged through these tours.

In comparison, American and British pop stars like Taylor Swift and Ed Sheeran also draw massive crowds and generate significant revenue. Taylor Swift's "Reputation Stadium Tour" grossed approximately $345.7 million, while Ed Sheeran's "÷ Tour" became the highest-grossing tour of all time, earning $775 million. These figures highlight the competitive landscape K-pop idols are navigating and succeeding in.

Advances in technology, such as virtual concerts and augmented reality, enhance the concert experience for fans worldwide, making it more immersive and accessible. Future trends suggest an expansion into new markets for K-pop concerts, with established groups continuing to influence the global music industry.

Global tours are vital in maintaining and expanding K-pop's international influence. These tours contribute to cultural exchange and the global music industry by uniting diverse communities through a shared love of music. The ongoing global tours of 2024, coupled with the passionate support of fans worldwide, underscore the enduring appeal and impact of K-pop on the world stage.

The significance of K-pop tours in Europe is particularly notable. K-pop has taken the continent by storm, becoming a coveted destination for K-pop groups to showcase their talent and connect with their international fanbase. The return of K-pop concerts to Europe in 2022-23 after the disruptions caused by the COVID-19 pandemic brought immense joy and excitement to fans. The European leg of these tours has become a significant highlight for both fans and artists alike.

K-pop tours in Europe hold great significance, representing the global impact of K-pop music. These tours generate revenue for K-pop artists through ticket sales and merchandise. European fans exhibit immense dedication, traveling long distances to attend these concerts. The popularity of K-pop in Europe is evident through streaming numbers and concert attendance. K-pop tours in Europe foster a sense of unity and connection among fans from various backgrounds.

The anticipation for the upcoming tours in 2024 is at an all-time high. These tours provide an opportunity for artists to generate revenue through ticket sales and official group merchandise while also allowing fans to experience the energy and excitement of a live K-pop performance. Overseas concerts have become the norm for K-pop artists, who command large and dedicated fanbases around the world. From sold-out shows in iconic venues to fan meetings that foster intimate connections between artists and fans, these tours have become global spectacles.

As K-pop groups prepare to embark on their European tours in 2024, fans can look forward to an experience that transcends language and borders. These tours serve as a testament to the power of music to bring diverse communities together, fostering a sense of unity and connection among fans from different countries and backgrounds. The significance of K-pop tours in Europe lies in their ability to bridge cultural gaps and create a global community united by their love for K-pop music.

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.