My partner has been onboard the K-pop train for several years. As much as they enjoy their groups, we've discussed several aspects that are connected to the global American capitalist hegemony. Keep in mind that these are two people's experiences rather than a scientific consensus.

The List

1. As K-pop has become more mainstream, songs have begun to incorporate more and more non-Korean lyrics, particularly English.

   The K-pop industry is large enough such that it attracts international artists, almost all of whom appear Eastern/SE Asian. Exo from the 2010's is one group who had eight South Korean and eight Chinese members, and they released songs in Korean, Mandarin, and Japanese. (Exo slowly lost its Chinese members due to mistreatment, but that's a different story).

   Nevertheless, Exo is more of the exception. Many groups sing exclusively in Korean and English. And whereas in the past, Korean would be the predominant lyrics with a sprinkle of English, many newer songs are the exact opposite with Korean as the minority.[^1] Perhaps this is the price paid for going global.

2. Girl groups in k-pop face very different treatment from boy groups.

   My impression of the industry is that "typical" K-pop idols start training young, break out as part of a boy/girl group, and finally dive into a solo careers as singers, actors, etc. Not everyone makes it past each step, and some idols come from other media industries.

   Girl groups deal with additional complications. Several girl groups have debuted with minors amongst their members[^2], and they have been getting progressively younger. When you consider that idols train can train for several years, this means a 16-year old member probably starting training at 13-14 years old.

   In addition, girl groups are generally shorter lived than boy groups. A large part of the blame goes to the record labels. A new girl group may debut with a label, and they'll get all the attention, publicity, and studio backing they could ask for. A couple years later, a new girl group will debut with the same label, and the previous one will be neglected. I've been told that girl groups live and die by what is trendy in the moment, and this constant churn is one way to chase it.

   Generally speaking, boy groups do not face those same pressures.

3. Sexualization of idols

   Sexualization of K-pop idols exists. It's a thing. It exists among both girl groups and boy groups, but in different ways. Girl groups face the more well known sexualization we see in our society. Boy groups face aggressive homoerotic 'shipping' among their fans.

   In fact, the industry plays into it. One of the common stipulations in an idol's contract is that they will neither date nor enter romantic relationships for a period of time. This can range from a few years to the length of their contract. The implication being that the idols are single and available for you, the consumer. Coupled with the number of underage idols and prevalence of Asian fetishization in the West, this sexualization is particularly gross.

Conclusion

Next time someone speaks about the cultural exports of K-pop, you can ask "but at what cost??" and mention the above.

[^1]: For example, As If It's Your Last by Blackpink in 2017 vs. Shutdown in 2022

[^2]: For example, Ive debuted in 2021, which means Wonyoung and Liz were 17, and Leeseo was 15. Similarly, NewJeans debuted in 2022. Their youngest member, Hyein, was 14.#