When a few years ago my sister introduced me to this K-Pop, my dream of traveling to South Korea skyrocketed. This is precisely one of the reasons why idols They have become a good source of pride for South Koreans, since wherever they go they manage to attract an increasingly wider audience eager to get to know their culture. They boast of having this cultural enrichment that triumphs throughout the world.
A few days ago I fulfilled that dream. I traveled to Seoul, the capital of South Korea, thanks to Coca-Cola. The brand presented its new flavor K-Wave Zero Sugar, and to fully introduce us to this release, they immersed us in an experience that any K-Pop lover would like to live in first person. Seoul has taught me that this genre (or musical style) is not what he imagined. No, they are not just pop, electronic sounds with touches of hip-hop. Not only are their choreographies hypnotizing. K-Pop is a lifestyle.
Yes, K-Pop goes further. And if in other countries people live with intensity, only those who have visited South Korea have been able to confirm that this passion for what they do and those unstoppable rhythms are one of the most important elements of its modern culture. During my time in this Asian country I verified that its artists are a great engine of its economy. You go to the supermarket (also known as convenience stores) and you discover that the faces of K-Pop artists are found on milk cartons, packets of cookies, juices, and even energy bars. And it is that, Who wouldn’t buy a product – that they don’t even like – just because their favorite singer appears in the foreground? And if you’re not one of those, at least it would get your attention.
Seoul streets
South Korean pop is closely linked to South Korea. In fact, the new Coca-Cola flavor was born in collaboration with JYP Entertainment, one of the largest artist agencies in the country, with whom they have worked to maintain the purest essence of K-Pop. So much so that the can, in addition to showing the brand logo in its international language, also does so in Korean to respect this brotherhood between music and the country.
But K-Pop in Seoul goes even further. You will see bus shelters with a giant sign congratulating an idol’s birthday, just like at subway stops, completely adorned with images of millions of people’s favorite artist celebrating their special day of the year. Can you imagine entering the Gran Vía metro station and finding Aitana’s face everywhere and a gigantic “Happy National Aitana Day” on every corner? It seems surreal, right? Well there it is a reality.
Marquee in Seoul, South Korea, honoring Haewon
I also discovered what the Birthday Cafes, cafes rented by idol fans who wallpaper their walls with images of some artist to celebrate their birthday. Anyone can visit these places and be part of this celebration, which will last for a few days so that few people are left without visiting. Furthermore, once you order your drink, they will give you a photograph of the artist so that you leave with a good memory.
Interior of the ‘Birthday Café’
Wandering through the streets of this city I realized that Seoul is the favorite theme park for K-Pop lovers. And even if you travel to Seoul without knowing a single detail of this style of music, you will leave completely overwhelmed by the love they have for it.
In Spain, K-Pop is experienced differently. With an archaic vision, many consider it a musical genre listened to by “geeks”, falling into racist comments and little coexistence with the modern society that is being cultivated in other places. In Spain, showing off artists from our own country is a practice that, at the moment, is not practiced. First we are tempted by criticism and, if said artist seems to succeed in other territories, we take advantage of sharing nationality with them.
In South Korea, shouting from the rooftops that you are a fan of a K-Pop boyband or girlband makes you part of a popular community, of society itself and, ultimately, of a culture. They open their arms to you and welcome you as one of their own. They smile at you because you appreciate what they do and you give them something to be proud of.
In short, traveling to Seoul has felt like traveling to the future. And in Spain we still have many things to do.
