How do Kpop stars leave their mark?

Last week saw the ready-to-wear fashion show of the Chanel house. Many celebrities crowded the front row, such as Vanessa Paradis, Angèle, and Penélope Cruz. However, the one who made the biggest impression was none other than Jennie from the K-pop group BLACKPINK. The name "Jennie" dominated countless headlines, most praising her outfit inspired by ballet costumes with a gothic-ish spin. In recent years, we've witnessed a true surge in popularity of K-pop artists. Often, they make headlines with each public appearance where their attire, makeup, and more are closely scrutinized. For example, Jisoo, a fellow member of BLACKPINK, went viral for her unexpected rock look at the 2023 fall/winter Dior show, or Hanni from NewJeans who caught social media attention with her surprising hair transformation at the 2023 Gucci show. But how do K-pop stars manage to make waves wherever they go?

For context, in recent years, we've witnessed a global rise in popularity of South Korean culture. There's even a term to describe the phenomenon: "Hallyu," which literally means "Korean wave" in Korean. This influence extends beyond music to include the film industry (e.g., the global success of Past Lives), gastronomy, fashion, makeup, and more. Within this framework, some might even speak of a genuine "obsession" with South Korean culture on an international scale. The world of K-pop is particularly mesmerizing; artists are presented as flawless beings, skilled in singing, dancing, with a physique that corresponds to the beauty standard of East Asia. The K-pop fanbase is a highly passionate community, willing to, for instance, spend colossal sums to buy advertising spaces such as billboards in Times Square to promote their favorite artists.