Despite Kpop being a niche genre, some kpop groups have a big fanbase in Latam and the demand is definitely there. Blackpink's first concert in Mexico is sold out (65k capacity) and a second day has been added to their Mexico stop from their born pink world tour.
I don't think kpop companies should underestimate the latam market, On the contrary, they should capitalize on that instead of focusing on Japan and SEA only. I mean, according to IFPI Mexico and Brazil consume more music on average than any other markets. At some point Mexico became the music streaming capital of the world in 2020.
There are popular festivals in latin America ( rock in Rio, lollapalooza Chile & Argentina, vive latino, festival estéreo picnic etc) and the concert scene in general seems profitable for popular artists.
Latin America: These are the Musical Tours of 2023 that you Cannot Miss - LatinAmerican Post
Quote
Last month, US industry body the RIAA published its latest mid-year figures. They revealed a 9.1% increase in the retail value of recorded music there to $7.69bn in the first half of 2022. (about latin music in the US)