From K-pop to career: Can universities turn cultural fandom into lasting education?

Michael Hurt, adjunct professor at Korea National University of Arts delivers a speech during a session titled "Korean Cool: Pop Culture’s Pull on Higher Education" during the QS Higher Ed Summit: Asia Pacific 2025 at Korea University, Seoul, Wednesday. Korea Times photo by Choi Won-suk

K-pop has become a global cultural juggernaut, propelling Korea to the forefront of the world's entertainment stage and turning the country into a top destination for international students. But as the Korean wave surges, the question remains: Can K-pop's initial appeal translate into lasting educational impact, or will it be just another passing trend for universities?

"While Koreans initially reacted with skepticism to global hits like 'Squid Game' or 'KPop Demon Hunters,' unlike the enthusiasm of international fans, these pop culture moments ultimately exploded in popularity," said Michael Hurt, adjunct professor at Korea National University of Arts and photographer, during a session of the QS Higher Ed Summit: Asia Pacific 2025.

"They are now seen as smart gateways that can lead to deeper engagement with Korea’s culture and society."

Before the recent surge in global popularity driven by BTS and "KPop Demon Hunters," Hurt pinpointed Psy's "Gangnam Style" in 2012 as the beginning of Korean culture’s global explosion.

He highlighted the pivotal role platforms like YouTube and Netflix played in amplifying K-culture. These platforms removed the traditional risks for consumers, allowing them to easily explore new content.

"As Korean domestic media and broadcasting couldn’t achieve this level of reach, platforms like YouTube and Netflix challenged the norms," Hurt explained.

He also noted that successful Korean content shares a common trait. For example, "Squid Game" resonated globally because it taps into a hyperspecific Korean situation with universal resonance — the crushing weight of debt, income inequality and the stark realities of a hyper-capitalist society.

"This is something that many people around the world can relate to, but also sparks an interest in the uniquely Korean aspects of those issues," he said.

Hurt explained that K-pop, along with other aspects of Korean culture like K-beauty and K-drama, draws students in and can serve as a gateway to deeper cultural exploration.

Jeonbuk National University student ambassadors explain the university's programs to an attendee during the QS summit at Korea University, Seoul, Wednesday. Korea Times photo by Choi Won-suk

Korean universities are actively leveraging the popularity of K-culture to attract international students.

"We’ve recently established new programs, including a global media and entertainment department," said Lee Seung-yup from the Office of International Affairs at Korea University. "K-media is definitely an area where students are eager to study and build careers."

In addition, more students are also developing a deeper appreciation for traditional Korean culture.

"At our school, we have a Korean music department, and one of our Vietnamese students transferred here because of her growing interest in pansori, the traditional Korean narrative singing," said Kim Yeong-kyung, a student ambassador from Jeonbuk National University. "It’s not just K-pop. There is a rising interest among foreign students in traditional Korean music as well," she added.

Jeonbuk National University students visited the summit to promote their school, wearing traditional Korean clothes to highlight their culture.

"Many foreign attendees showed a lot of interest when they saw our promotional outfits and asked if it was a traditional Korean style. Some even asked if we offered courses in Korean traditional culture," said Kim Soon-min, another student ambassador from Jeonbuk National University.

Booths from universities across the Asia-Pacific region are displayed at the QS summit at Korea University, Seoul, Wednesday. Korea Times photo by Choi Won-suk

While these cultural elements serve as an entry point, universities face a critical question: How can they turn enthusiasm for K-pop into long-term educational and cultural investments?

Hurt noted that simply offering these surface-level programs takes advantage of that initial enthusiasm, but doesn’t offer pathways for students who want more meaningful, long-term engagement.

"It’s important for universities to offer a more holistic view of Korean culture, including its history, philosophy and literature, alongside the contemporary pop culture," he said.

Hurt also pointed to significant structural challenges that international students face, especially when it comes to securing long-term employment after graduation.

While Korea’s vibrant cultural scene is undeniably attractive, many students struggle to remain in the country due to restrictive visa policies and limited career opportunities.

"Students come to experience the culture, but staying beyond their studies becomes difficult because of visa barriers and a lack of clear job prospects," Hurt said.

To build a more lasting connection with international students, Hurt argued that universities cannot address these issues alone. He stresses the need for broader systemic reforms, including changes to visa policies, to ensure that students have the opportunity to remain and contribute to Korea’s growing cultural and economic landscape.