The Korea Times
amn_close.png
amn_bl.png
National
  • Politics
  • Foreign Affairs
  • Multicultural Community
  • Defense
  • Environment & Animals
  • Law & Crime
  • Society
  • Health & Science
amn_bl.png
Business
  • Tech
  • Bio
  • Companies
  • World Expo 2030
amn_bl.png
Finance
  • Companies
  • Economy
  • Markets
  • Cryptocurrency
amn_bl.png
Opinion
  • Editorial
  • Columns
  • Thoughts of the Times
  • Cartoon
  • Today in History
  • Blogs
  • Tribune Service
  • Blondie & Garfield
  • Letter to the Editor
amn_bl.png
Lifestyle
  • Travel & Food
  • Trends
  • People & Events
  • Books
  • Around Town
  • Fortune Telling
amn_bl.png
Entertainment & Arts
  • K-pop
  • Films
  • Shows & Dramas
  • Music
  • Theater & Others
amn_bl.png
Sports
  • Hangzhou Asian Games
amn_bl.png
World
  • SCMP
  • Asia
amn_bl.png
Video
  • Korean Storytellers
  • POPKORN
  • Culture
  • People
  • News
amn_bl.png
Photos
  • Photo News
  • Darkroom
amn_NK.png amn_DR.png amn_LK.png amn_LE.png
  • bt_fb_on_2022.svgbt_fb_over_2022.svg
  • bt_X_on_2023.svgbt_X_over_2023.svg
  • bt_youtube_on_2022.svgbt_youtube_over_2022.svg
  • bt_instagram_on_2022.svgbt_instagram_over_2022.svg
The Korea Times
amn_close.png
amn_bl.png
National
  • Politics
  • Foreign Affairs
  • Multicultural Community
  • Defense
  • Environment & Animals
  • Law & Crime
  • Society
  • Health & Science
amn_bl.png
Business
  • Tech
  • Bio
  • Companies
  • World Expo 2030
amn_bl.png
Finance
  • Companies
  • Economy
  • Markets
  • Cryptocurrency
amn_bl.png
Opinion
  • Editorial
  • Columns
  • Thoughts of the Times
  • Cartoon
  • Today in History
  • Blogs
  • Tribune Service
  • Blondie & Garfield
  • Letter to the Editor
amn_bl.png
Lifestyle
  • Travel & Food
  • Trends
  • People & Events
  • Books
  • Around Town
  • Fortune Telling
amn_bl.png
Entertainment & Arts
  • K-pop
  • Films
  • Shows & Dramas
  • Music
  • Theater & Others
amn_bl.png
Sports
  • Hangzhou Asian Games
amn_bl.png
World
  • SCMP
  • Asia
amn_bl.png
Video
  • Korean Storytellers
  • POPKORN
  • Culture
  • People
  • News
amn_bl.png
Photos
  • Photo News
  • Darkroom
amn_NK.png amn_DR.png amn_LK.png amn_LE.png
  • bt_fb_on_2022.svgbt_fb_over_2022.svg
  • bt_X_on_2023.svgbt_X_over_2023.svg
  • bt_youtube_on_2022.svgbt_youtube_over_2022.svg
  • bt_instagram_on_2022.svgbt_instagram_over_2022.svg
  • Login
  • Register
  • Login
  • Register
  • The Korea Times
  • search
  • all menu
  • Login
  • Subscribe
  • Photos
  • Video
  • World
  • Sports
  • Opinion
  • Entertainment & Art
  • Lifestyle
  • Finance
  • Business
  • National
  • North Korea
  • 1

    Song Ji-hyo to make silver screen return in 'House of Meeting'

  • 3

    First S. Korea spy satellite successfully launched into orbit

  • 5

    NewJeans wins 2 grand prizes at Melon Music Awards 2023

  • 7

    Tension mounts between Yoon administration, opposition party

  • 9

    Yoon accepts resignation offer of head of state broadcasting watchdog

  • 11

    INTERVIEWEcolab helps Korean partners profit from ESG management

  • 13

    Half-conscious Koreans

  • 15

    INTERVIEWHip-hop group Uptown returns after 13 years with new lineup

  • 17

    Rights activists criticize wage discrimination against migrant boat crews

  • 19

    Yoon's state visit to Netherlands to focus on semiconductor cooperation

  • 2

    Seoul says FEOC guidance reduces uncertainty, will continue close consultation with US

  • 4

    N. Korean leader calls for increased aerial combat posture amid tension over satellite launch

  • 6

    5 Korea tourism clips top 225 mil. views

  • 8

    Nexon workers in conflict with umbrella union over stance on feminism

  • 10

    Is ruling party's reform drive at end of road?

  • 12

    Daegu mayor criticizes officials for spreading false hope about Expo bid

  • 14

    Life expectancy of Koreans falls for first time in 52 years over COVID-19: data

  • 16

    Late Ven. Jaseung's additional notes on last will found at his residence

  • 18

    DL, SPC chiefs apologize for worker deaths under poor labor conditions

  • 20

    Hyundai chief pledges to support globalization of archery

Close scrollclosebutton

Close for 24 hours

Open
  • The Korea Times
  • search
  • all menu
  • Login
  • Subscribe
  • Photos
  • Video
  • World
  • Sports
  • Opinion
  • Entertainment & Art
  • Lifestyle
  • Finance
  • Business
  • National
  • North Korea
Entertainment & Arts
  • K-pop
  • Films
  • Shows & Dramas
  • Music
  • Theater & Others
Sun, December 3, 2023 | 19:25
K-pop
How did TikTok become main marketing tool for K-pop?
Posted : 2022-05-16 16:19
Updated : 2022-05-20 11:17
Dong Sun-hwa
Print PreviewPrint Preview
Font Size UpFont Size Up
Font Size DownFont Size Down
  • facebook
  • twitter
  • kakaolink
  • whatsapp
  • reddit
  • mailto
  • link
K-pop boy group Treasure / Courtesy of YG Entertainment
K-pop boy group Treasure / Courtesy of YG Entertainment

By Dong Sun-hwa

These days, almost all K-pop singers have their own channels on TikTok, a Chinese video-sharing platform that has some 1 billion monthly active users worldwide.

After rapper Zico's "Any Song" conquered a number of music streaming charts with the help of TikTok in 2019, a wave of other stars have also flocked to this easy-to-use platform.

Just like Zico, they started a "dance challenge" by uploading a short clip featuring some iconic yet easy-to-follow dance movements from their new song. Then, the platform users would imitate the singers' moves in their own ways and share their videos with others, naturally leading the new tune to go viral.

This has helped TikTok become a crucial marketing tool for K-pop acts, many of which even give a taste of their new songs on TikTok prior to their official release, such as girl group STAYC. But this is not the end ― lately, K-pop fans are starting dance challenges on their own, promoting the lesser-known songs by their favorite stars in an unprecedented way.

"Darari," for instance, is an R&B track included in K-pop boy group TREASURE's first EP, "The Second Step: Chapter One," which dropped in February. The 12-piece act did not promote it as actively as its lead single, "Jikjin," but it still made it onto the Billboard Global Excl. U.S. chart, grabbing the No. 135 spot about three weeks after its release. The Billboard Global Excl. U.S. chart ranks different songs based on streaming and/or sales activity from 200 territories around the world excluding the U.S.

It is believed that a TikTok video of "Darari" ― created by an Indonesian user who choreographed the song using simple gestures ― played a key role in promoting the tune. "Darari" recorded 730,000 streams on TikTok, and clips with the hashtag "dararichallenge" have hit 500 million views. This prompted TREASURE's record label YG Entertainment to release an official video featuring the members' performance of the song.

K-pop boy group Treasure / Courtesy of YG Entertainment
K-pop act Enhypen / Courtesy of Belift Lab

Another TikTok hit is "Polaroid Love" by K-pop boy group Enhypen, which hit shelves in January. The feel-good song is part of the seven-piece act's first studio album "Dimension: Answer," and just like "Darari," it went viral on TikTok after an international fan kicked off a dance challenge. Now, it is reportedly the soundtrack to over 610,000 videos on TikTok.

According to TikTok, the total number of K-pop videos on the platform exceeded 97 million as of last September, nearly tripling from 33 million in 2019. TikTok explained that more than 92 percent of the videos were created in countries other than Korea.

"We believe that more K-pop lovers, especially international fans, will make their own K-pop-related content and contribute to the success of different songs in the days to come," a TikTok official said. "These days, a lot of K-pop singers belatedly join the challenge after it becomes popular."

Major music streaming platforms in Korea are also utilizing the data from TikTok to measure the popularity of different songs. Last month, Melon launched a new chart titled "TikTok Weekly Chart 30" to rank songs based on their performance on TikTok. Gaon Chart, which is organized by the Korea Music Content Association (KMCA), also reflects TikTok data in its Gaon Social Chart 2.0.


Emailsunhwadong@koreatimes.co.kr Article ListMore articles by this reporter
 
wooribank
LG group
Top 10 Stories
1[INTERVIEW] Ecolab helps Korean partners profit from ESG management INTERVIEWEcolab helps Korean partners profit from ESG management
2Major conglomerates speed up generational shifts in leadershipMajor conglomerates speed up generational shifts in leadership
3PPP slams abstainers in Assembly resolution on China's forced return of NK defectors PPP slams abstainers in Assembly resolution on China's forced return of NK defectors
4KOICA’s global supporters conclude remarkable journey with grand finale showKOICA’s global supporters conclude remarkable journey with grand finale show
5Son-dol: a cold day for a ferryman and a merchantSon-dol: a cold day for a ferryman and a merchant
6[INTERVIEW] 'Lifeline for migrant workers in Korea' - Rev. Kim fights for foreign employees' rights INTERVIEW'Lifeline for migrant workers in Korea' - Rev. Kim fights for foreign employees' rights
7[INTERVIEW] Korea to work with US, Japan to fight climate change INTERVIEWKorea to work with US, Japan to fight climate change
8Korea vows to foster nuclear energy to achieve net zeroKorea vows to foster nuclear energy to achieve net zero
9Tensions rise as opposition demands special probe into first lady Tensions rise as opposition demands special probe into first lady
10Korean economy to start shrinking by 2050 if low birthrate unaddressed: BOK reportKorean economy to start shrinking by 2050 if low birthrate unaddressed: BOK report
Top 5 Entertainment News
1JYP to host annual audition in JanuaryJYP to host annual audition in January
2Taipei Philharmonic Orchestra dazzles audience at Korea International Festival Taipei Philharmonic Orchestra dazzles audience at Korea International Festival
3[INTERVIEW] Hip-hop group Uptown returns after 13 years with new lineup INTERVIEWHip-hop group Uptown returns after 13 years with new lineup
4ONE PACT debuts hoping to leave big impact on K-pop scene ONE PACT debuts hoping to leave big impact on K-pop scene
5[INTERVIEW] ASTRO members aim to shine in musical theaterINTERVIEWASTRO members aim to shine in musical theater
DARKROOM
  • It's beginning to look a lot like Christmas

    It's beginning to look a lot like Christmas

  • 2023 Thanksgiving parade in NYC

    2023 Thanksgiving parade in NYC

  • Appreciation of autumn colors

    Appreciation of autumn colors

  • Our children deserve better

    Our children deserve better

  • Israel-Gaza conflict erupts into war

    Israel-Gaza conflict erupts into war

  • Turkey-Syria earthquake

    Turkey-Syria earthquake

  • Nepal plane crash

    Nepal plane crash

  • Brazil capital uprising

    Brazil capital uprising

  • Happy New Year 2023

    Happy New Year 2023

  • World Cup 2022 Final - Argentina vs France

    World Cup 2022 Final - Argentina vs France

CEO & Publisher: Oh Young-jin
Digital News Email: webmaster@koreatimes.co.kr
Tel: 02-724-2114
Online newspaper registration No: 서울,아52844
Date of registration: 2020.02.05
Masthead: The Korea Times
Copyright © koreatimes.co.kr. All rights reserved.
  • About Us
  • Introduction
  • History
  • Contact Us
  • Products & Services
  • Subscribe
  • E-paper
  • RSS Service
  • Content Sales
  • Site Map
  • Policy
  • Code of Ethics
  • Ombudsman
  • Privacy Statement
  • Terms of Service
  • Copyright Policy
  • Family Site
  • Hankook Ilbo
  • Dongwha Group