Amber Clare’s journey into the world of K-Pop is a story of how a single recommendation changed her life. What started with a curiosity sparked by a tweet about the song Icy by Itzy led her to discover K-Pop, which ultimately shaped her career. Clare now works as the marketing and social media manager for K-Stars, the UK’s first and biggest shop dedicated to Korean pop music.
K-Stars, which began as a small business in Manchester’s Affleck’s Palace in 2019, has since grown into a two-story emporium, reflecting the booming popularity of K-Pop in the UK. This surge in interest is evident, despite K-Pop still being somewhat of a niche genre, as Clare notes that the UK is now among the top 10 countries following K-Pop on Spotify.
Major K-Pop acts like BTS, aespa, and Blackpink have garnered massive followings in the UK, with sold-out concerts at venues like Wembley Stadium. Additionally, the SM Town Live festival, a multi-day event celebrating the 30th anniversary of SM Entertainment, will take place in Twickenham this summer, showcasing K-Pop legends like Red Velvet, EXO, and NCT, as well as future stars from SM’s trainee program.
Despite these growing successes, K-Pop acts have traditionally focused more on America, where the market is larger. However, there is increasing attention on the UK, especially with collaborations between K-Pop artists and British musicians like Raye and PinkPantheress. SM Entertainment has also made significant efforts to break into the UK market, including the creation of British boyband Dear Alice, which went through the rigorous K-Pop training process and premiered their debut single earlier this year.
As K-Pop’s presence in the UK expands, it’s clear that the genre’s future is bright, and its devoted fanbase will continue to shape its trajectory. K-Pop’s immersive culture, driven by social media and its prolific content creation, fosters a unique bond between artists and fans, creating a community where fans feel like they truly belong.
With concerts and new music releases on the horizon, the UK K-Pop scene is set to grow even further. As Clare and other K-Pop enthusiasts have observed, the genre’s ability to cross cultural boundaries continues to strengthen, paving the way for a larger, more inclusive global K-Pop community.