Along with K-pop's rapid global expansion, experts have highlighted a decline in interest and sales in the domestic market.
They question whether the K-pop genre has lost its identity in its pursuit of international success.
K-pop still strives to dominate the international music scene, topping charts and selling out world tours.
However, in South Korea, where the K-pop genre originated, there is a shift in interest, with fatigue and a growing indifference among domestic fans.
This raises concerns that K-pop's global strategy may backfire, eroding its roots.
According to Circle Chart's mid-year report, total digital consumption of the top 400 songs fell 6.4% year-on-year and nearly 50% compared to its peak in 2019.
Physical album sales, traditionally fueled by a loyal fan base, also saw a 9% decline, reaching 42.4 million units, down from 46.7 million the previous year.
Only seven albums surpassed the one-million-sales mark, and none surpassed three million sales last year, other than SEVENTEEN.
Circle Chart data analyst Kim Jin Woo also noted a significant decline in girl group dominance in the domestic market.
"In the first half of 2024, NewJeans led the market share, with five girl groups in the top 10. This year, only aespa, IVE, and NewJeans remain," he said.
Kim Jin Woo attributed this decline to the use of English lyrics and musical styles aimed at a global audience that may feel less relevant to Korean listeners.
"As groups shift to international fans, their domestic appeal weakens," he explained.
Currently, the top 10 rankings on the South Korean music charts in the first half of 2025 are dominated by solo artists like Woodz's "Drowning," Hwang Garam's "I Am a Firefly," and Jo Jazz's "Don't You Know."
Only aespa, IVE, and BOYNEXTDOOR currently represent K-pop groups on the top charts.
Music critic Lim Hee Yun added that while K-pop groups' songs often have an upbeat, catchy, and cheerful energy, they tend to lack emotional depth.
"Ballads or rock songs with strong personal colors offer a more layered and resonant listening experience," she said.
Industry players have also expressed concerns that if this trend continues, K-pop's long-term sustainability could be threatened.
"As K-pop increasingly imitates Western pop to accommodate global tastes, it risks losing its unique identity. Unless you're someone like Jungkook from BTS, this strategy is difficult to truly succeed," said one industry worker.
Lim Hee Yun also highlighted that even though K-pop has reached international markets, the genre is still seen as a trend rather than a fully integrated part of the global music mainstream.
"K-pop has grown globally, but it hasn't yet become an organic part of the global music scene," she said. /Source: KBIZoom
