[비즈한국] The reason parents in the English-speaking world view K-pop positively is precisely because of its wholesomeness. When we encounter the word "wholesome," we sometimes recall the "wholesome songs" used during past eras of censorship. However, "wholesomeness" is a concept worth considering as a way to overcome the limitations of Western pop music.
Until recently, many English-language pop songs took sexual deviance for granted, indulged in drugs, or were filled with profanity. It acted as if breaking order were the prerogative of youth. Many people listen to popular pop songs to study English, but the content was often anti-educational. One might say this is the perspective of the older generation. However, the overall tone of pop music was often pessimistic, misanthropic, depressing, and derogatory. The values and worldview of K-pop stand in stark contrast to this.
The OST 'Golden' from the animation 'K-Pop Demon Hunters' (K-DH) achieved the unprecedented record of hitting No. 1 on the singles charts in both the UK and the US. Furthermore, it is even more surprising that this was achieved by a song with a girl group vocal concept. K-pop has reached No. 1 on the Billboard Hot 100 six times so far—four times by groups and two times as soloists—all of which were by BTS. Rosé’s 'APT.' only reached No. 3. 'Golden' shattered the prejudice regarding K-pop’s gender bias. It demonstrated that when K-pop utilizes storytelling as a medium, it can generate positive reactions and results regardless.
On the other hand, some raise questions about whether this song is even K-pop. The same applies to other songs that have climbed high on major charts. They point out that the director and singers are not of Korean nationality, and that it was invested in by Netflix and produced by the Japanese-owned company Sony Pictures. Looking at the songs, the lyrics are in English and the singing style is quintessentially Western. Because the English pronunciation is faithful to natural linking, it can be hard to detect the rhythm or beat one might feel in Korean-style English lyrics. It could easily be perceived as just pop music. The same goes for the tendency to lean toward head voice and bright, delicate vocal tones.
Nevertheless, 'Golden' and other K-DH OST tracks like 'Your Idol,' 'Sodapop,' and 'Takedown' can indeed be called K-pop. K-pop's musical identity boils down to a few key factors. First and foremost, its worldview. It shares individual struggles and pain, helps listeners rediscover their own value, and fosters a bright, positive presence, providing the energy and strength to overcome crises and difficulties. One can tell this immediately by looking at the lyrics of 'Golden'.
“I was a ghost, a loner / We dreamed desperately, and we came so far. Now I believe / We shine brilliantly when we are together / No more hiding, I’m shining now, just as I was when I was born / Because we are hunters with powerful voices, and I know I can believe now / We will surely be tinged with golden light / We are clearly sparkling from birth / We who shine brightly / Now is our time, there is no fear or lies / That is the reason we were born.”
The lyrics of 'Golden' align perfectly with the story of 'K-Pop Demon Hunters,' creating a deeper sense of immersion and resonance. This is quite different from other OSTs that have nothing to do with the scenes or settings. K-pop has built its fandom by aspiring for a better world based on good music, positive messages, and benevolent influence. This is true for BTS, SEVENTEEN, Stray Kids, and BLACKPINK alike.
In K-DH, the characters use music to exert a positive influence and provide a concept of protecting and caring for the younger generation through "Hon-mun." 'Golden' represents the pinnacle of this Hon-mun. Their fundamental goal is to block evil spirits with the "Golden Hon-mun." "Hon-mun" refers to the spiritual barrier created by HUNTR/X through music and emotion. Thanks to this barrier, the human world can prevent the invasion of evil spirits. In a way, the Golden Hon-mun speaks to the essence of K-pop, which counters music that emphasizes pleasure and deviance in the West. "Hon-mun" is a compound word for "Hon (soul)" and "Mun (gate, path)," and it is formed when the sincere emotions of many people are gathered together. In short, HUNTR/X attempts to finalize the Golden Hon-mun, which is well captured in the song 'Golden.' It conveys the message that when we discover the value of our existence and adopt a positive attitude toward life, those hearts can gather to protect ourselves and our community from the intrusion of evil spirits.
K-pop is fundamentally based on the way the younger generation gathers to sing together and share performances. The emphasis on "we" based on "me" is a combination of Western individualism and the Asian value of community spirit. In particular, it focuses on growing by overcoming the worries, wandering, confusion, and conflicts of adolescence. The songs of K-DH align with this. They attempt to transcend difficult situations through upbeat, cheerful songs and group choreography. Using repetitive choruses not only has an addictive effect but also acts like a mantra or suggestion to fill oneself with self-assurance and fulfillment. This manifests as a collective cultural spell within the fandom, exerting a positive influence.
In the music of K-DH itself, one can feel the cheerfulness and rhythm inherent in K-pop. To achieve this, it fuses and converges various musical genres. Above all, K-pop is characterized by youth being at the center, dealing with their stories independently, and building a fandom culture together. This can be said to be a unique characteristic of the K-pop genre globally. It is the reason why the growth and success of artists are identified with the growth and success of their fans. If anything, domestic agencies tend to fail to recognize these characteristics.
In this context, the fact that the singers of K-DH are not of Korean nationality is not an issue at all. Lee Jae, who plays Lumi, was an idol trainee for over a decade and reinvented herself as a producer in the US, creating songs for aespa, Red Velvet, and TWICE. Participating in the K-DH OST as both a producer and vocalist, she is a valuable asset who understands the essence of K-pop very well. Rapper Audrey Nuna, who provides the vocals for Mira, and Ray Ami, who provides vocals for Joy, are also Korean-heritage K-pop assets. Regardless of nationality, they are more than qualified by sharing K-pop's identity and worldview while evolving its creation and performance.
What is important is not whether K-DH songs are "K-pop" or not, but how we accept and apply the realizations or implications gained through the K-DH phenomenon. We must ask if we are prepared and willing to step into that space. K-DH is heading toward the Academy Awards and the Grammys. This is just the beginning. That is why Netflix quickly registered the trademark across the board. Can't we do what Netflix does? Especially if K-pop is centered on original content creators rather than just content distribution platform operators.
The author, Kim Heon-sik, has wandered through and navigated the forest of pop culture phenomena since his 20s, driven by the expectation that there is a way to make the world a better place through culture. In the 21st century, where artificial intelligence and quantum computers are active, he continues on the same path with the same belief.