After Psy’s global success with Gangnam Style, there was hope that K-pop would stay on that explosive trajectory. But when his follow-up Gentleman was criticized as repetitive, the buzz began to cool off.
In Japan, one of K-pop’s biggest overseas markets, album sales have steadily declined. In just three years, the total dropped from around 5.9 million to 3.9 million. Meanwhile, K-pop artists were excluded from NHK’s prestigious year-end show Kōhaku Uta Gassen for two years in a row.
Some are beginning to wonder if the Hallyu wave has started to fade.
Shifting the Focus: From Dance to Dialogue
Inside a Korean entertainment agency, trainees still spend hours perfecting their choreography. But those same studios also double as classrooms, where the trainees gather once a week for book discussions.
These reading sessions, which have continued for over a year, are designed to improve public speaking and critical thinking — both essential skills for entertainers today.
“As a celebrity, you interact with a lot of people,” said trainee Lee Dongmin. “Having these classes helps a lot when I need to speak in front of others or do interviews.”
Trainee Lee Dongmin / KBS News
According to reporter Park Dae-gi, this type of training shows how K-pop is evolving to prepare idols for a broader range of challenges, beyond just singing and dancing.
From Idol Factory to Talent Powerhouse
K-pop’s expanding training system is now attracting talent from across Asia. Groups like 2PM, which includes a member from Thailand, and EXO, which had four Chinese members at debut, highlight how Korean agencies are cultivating future stars from beyond their own borders.
Rather than simply exporting finished artists, Korea has become a hub that produces and develops pop talent for the entire region. This strategy could be key to staying competitive as other Asian countries begin growing their own music industries.
“When China or Southeast Asia begin developing their own pop artists, demand for Korean acts may decline,” said Kim Siwoo, senior analyst at Korea Investment & Securities. “So I think this is the right direction to be heading.”
What Comes Next for K-pop?
K-pop has often faced criticism for being overly focused on flashy performances and idol visuals. But the shift toward deeper training and international inclusivity may be exactly what it needs to take the next step forward in Asia’s evolving pop culture landscape.
Source: (1)
Translated and adapted from original sources.