[비즈한국] Rosé’s ‘APT.’ sat at 22nd on the Billboard Hot 100 main singles chart in late December 2024, but dropped to 34th by January 4, 2025. At the time, it seemed unlikely to climb any higher. It is rare for a song that has slipped down the ranks to see a "resurgence," especially for a K-pop track. Even when songs do reverse their decline, the jump in ranking is usually marginal. Being on the chart for 10 consecutive weeks was already an achievement to be satisfied with—a record in its own right.
However, on the Billboard Hot 100 chart dated January 11, 2025, ‘APT.’ displayed a startling performance: it surged a massive 29 spots to land at number 5. This rapid resurgence was not limited to Billboard. ‘APT.’ also ranked 2nd on the UK’s Official Singles Top 100 chart, a jump of 26 places. On the Australian Recording Industry Association (ARIA) Singles Top 50 chart, it hit number 1 in the first week of the new year, climbing 7 spots from the previous week.
The "holiday season" was cited as the backdrop for this resurgence. The analysis suggests that as Christmas carols entered the charts before the holiday and then dropped off afterward, the chart position for ‘APT.’ naturally rose. This analysis is likely not far from the truth.
What is notable, however, is that the resurgence brought the song back to or even surpassed its pre-holiday season rankings. ‘APT.’ debuted on the UK Official Chart in the fourth week of October and saw its next ranking in the second week of November, where it held the number 2 spot for three consecutive weeks. On the Billboard Hot 100, it surpassed its previous peak of 8th place (as of November 2) and stably maintained the number 5 spot for three weeks.
Following its 8th-place finish, reaching 5th place is the highest record for both a female soloist and a female group. The fact that it was the first K-pop female soloist to enter the top 10 is no longer news. ‘APT.’ is effectively rewriting K-pop history as it continues to break its own records.
The fact that the song's ranking is actually increasing as time goes on differs from the typical K-pop chart pattern. Generally, K-pop songs experience a sharp initial rise supported by the powerful mobilization of fandoms, followed by a decline. Rosé’s ‘APT.’, however, shows the opposite trend and is enjoying long-term success.
Initial analysis attributed the early success to the collaboration with an American pop star. The "halo effect" of Bruno Mars cannot be ignored. However, collaborating with an American pop star does not automatically guarantee a top spot. BLACKPINK and Selena Gomez’s "Ice Cream" peaked at 13th. Furthermore, that collaboration involved all members of BLACKPINK. Naturally, the total fandom of the full group is larger than that of an individual member, yet the ranking of ‘APT.’ is higher.
Several factors can be identified for this long-term success and growing popularity. First, like PSY’s "Gangnam Style," it features an exciting and upbeat rhythm. It was also perfectly suited to become a viral sensation on social media.
However, unlike "Gangnam Style," which relied on its dance choreography, the strength of "APT." lies in its indoor gaming elements. This can be viewed through the lens of seasonality. "Gangnam Style" was released in the summer, perfect for outdoor activities, which drew significant attention. Conversely, "APT." aligned well with the season where people in the Northern Hemisphere tend to stay indoors. The "Apartment Game" is played primarily in indoor spaces.
The music videos for "Gangnam Style" and "APT." also differ. While "Gangnam Style" was set almost entirely in outdoor spaces, "APT." creates an atmosphere where one can hang out with friends indoors, singing in a casual and fun way. Consequently, people can approach "APT." in a completely different context than "Gangnam Style," which invited collective group dancing. It differentiates itself from the images typically associated with K-pop—namely, hip-hop, EDM, or pop-dance based on powerful and dynamic group choreography.
It also lacks the extreme, unconventional fashion-forward style that BLACKPINK has consistently championed. It is that much more accessible and easy to enjoy. The key point is the appropriate blend of familiarity and novelty. In particular, it is worth reconsidering that songs which are easy to listen to and easy to sing along to are highly popular on global singles charts. If K-pop truly aims to reach number 1 on the global singles chart, this is something that should not be overlooked.
The author, Kim Heon-sik, has spent his time exploring and navigating the forest of popular culture phenomena since his twenties, driven by the hope that there is a way to make the world a better place through culture. He continues on the same path with the same conviction in the 21st century, an era powered by artificial intelligence and quantum computers.