Is it possible to be popular internationally without being popular in Korea?

  • Relatively - Yes

    Absolutely - No


    The reason is, in the interconnected world, it is a feedback cycle. Popularity in one market/one aspect leads to an increase in popularity in the other.


    But it can't be entirely 0 in one, 100 in another. Best case examples are BTS and IU.


    BTS were not unknown in Korea, they won Rookie awards when they debuted and had steady increase in their popularity in Korea. But their popularity in the West accelerated much faster than locally which made them an international phenomenon, that in turn reflected back home and gave them name recognition even among Koreans who don't care much for Kpop.


    IU on the other hand is the reverse of that, as Kpop and Hallyu wave grew, i-fans exploring Kpop found this local favourite, like tourist used to franchise food discovering the local authentic version and her local fame caused an increase in her international fame.

    But both needed to have some existing basis in both markets, then one can feed into another.


    It is also extent,

    Groups like KARD have a much better foreign traction than local. But they haven't hit BTS levels of international fame, that it can benefit them locally.


    So it is more a case of trends and extents, than an absolute yes or no.

  • Korean popularity is now less important, but it is true that it has to be 'somewhat' popular in Korea to go anywhere.


    As for IU, before her dramas (none of them relevant to foreign fans before 2018), she was primarily known to people outside of K-O-R-E-A for being mentioned with other KPop figures.

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