Hours before the doors were set to open, a multitude of K-pop enthusiasts flocked to downtown Los Angeles, forming long queues that stretched through city blocks under the warm August sun. Adorned in pleated skirts and platform shoes, these dedicated fans carried clear bags, a staple for arena events, as they danced, traded homemade stickers, banners, bracelets, and photocards. Inside the venue, they found their haven, an in-person space to connect over their online passions.
The 2023 LA KCON event served as a microcosm of K-pop’s vast impact on the music industry as a whole. Taking place from Friday to Sunday at the Los Angeles Convention Center and adjacent Crypto.com Arena, approximately 140,000 fans from around the world gathered to celebrate their favorite K-pop idols. The three-day extravaganza offered panels, exclusive meet-and-greets, interviews, dance breaks, concerts, and more.
Within the convention center, attendees proudly displayed lightsticks representing their favorite groups, showcased DIY shirts with direct slogans like “I HEART MINGI,” collected sticker books and K-beauty products, and waited in line to savor tteokbokki.
KCON originated 11 years ago in Irvine, California, attracting 10,000 attendees to its inaugural celebration of Korean culture. Since then, it has evolved into a global phenomenon, expanding to multiple countries. In 2023 alone, KCON has made stops in Thailand, Japan, and the U.S., amassing a cumulative half a million attendees worldwide, as revealed by Steve Chung, Chief Global Officer of organizers CJ ENM.
Throughout the KCON event in Los Angeles, attendees could participate in various panels, including those focused on K-pop songwriting and cup sleeve creations. Up-and-coming groups like NMIXX led dance classes on one stage, while another platform allowed rookie groups to introduce themselves to a wider audience.
Over the weekend, The Associated Press had the opportunity to speak with fans representing a diverse range of backgrounds. These fans traveled from various locations, including driving for 12 hours straight from Utah and flying in from the U.K. and South America. The gathering showcased enthusiastic individuals of different ages, genders, races, and socioeconomic statuses, all united by their shared love for K-pop. Annya Holston, a 40-year-old attendee from Florida who discovered K-pop through her daughter, emphasized the culture of inclusiveness and the friendships forged at KCON.
Premium tickets were available for $500 per day, granting attendees access to a “Red Carpet” area, where they could interact with idols for portraits and brief Q&A sessions within a 30-minute timeframe. Additionally, these tickets provided entry to the convention and concert. For an extra $100, fans had the opportunity to participate in “Hi-Touch,” a brief meet-and-greet experience where fans and performers exchanged high-fives. However, due to concerns related to COVID-19, “Hi-Touch” was adapted to “Hi-Wave,” maintaining physical distance. While some fans longed for the physical connection, others appreciated the close proximity.
K-pop, unlike many other genres, thrives on the unwavering support of its fandom, a fact that the music industry at large recognizes and can learn from. Peyton Tran, a 17-year-old dancer from Los Angeles, expressed admiration for the tremendous support fans demonstrated at KCON, highlighting the impact their dedication has on K-pop businesses.
In the current music industry landscape, new artists face unprecedented challenges due to what Mark Mulligan, a music industry analyst at MIDiA Research, refers to as “fragmentation of fandom.” The era of streaming has led to intense competition, making it difficult for new acts to reach the level of mainstream pop stars like Taylor Swift, Beyoncé, and Harry Styles, all of whom gained recognition prior to the streaming era. K-pop, on the other hand, excels in building a community of passionate superfans who go beyond their purchasing power. K-pop companies, often encompassing record labels and talent agencies, capitalize on hyper-consumerism and foster fan participation and advocacy. The dedicated K-pop fandom frequently organizes global fan actions, creates rituals and events, and engages through specialized platforms like WeVerse and Vlive.
Niche does not equate to insignificance; it signifies specialization, as KCON effectively demonstrates. Throughout the concerts held over three consecutive nights, fans were treated to performances by K-pop groups and soloists from various “generations.” From the second-generation boy band SHINee’s Taemin to Rain, the first K-pop idol to gain international success and now a manager, and fourth-generation boy bands like ATEEZ and Stray Kids, as well as rookie groups like XG and ZEROBASEONE, the lineup showcased a diverse range of talent. XG’s performance of songs like “TGIF,” which channeled the style of Kesha while incorporating elements of the current liquid drum-and-bass/U.K. garage trend in global pop music, exemplified the group’s futuristic approach.
Notably, the concerts placed a strong focus on K-pop girl groups, aligning with the recent surge in listenership. While boy bands were traditionally viewed as more lucrative, girl groups like IVE, ITZY, NMIXX, Kep1er, (G)I-DLE, and EVERGLOW defied expectations with explosive sets at KCON, challenging the notion of gender disparity in K-pop success.
A standout moment at the concert was the “Dream Stage,” where a select few fans who auditioned earlier in the day had the opportunity to perform a dance routine with their favorite K-pop group.
On the second day of the convention, iHeartRadio’s KIIS-FM introduced the “K-pop Village,” an open-to-the-public area where curious attendees could enjoy free performances from relatively newer acts. LEO, who made his U.S. debut on the outdoor stage, was among the artists featured.
According to Steve Chung, the partnership with iHeartMedia signifies a crossover moment for K-pop, as it moves beyond its core fanbase to embrace mainstream audiences. 2023 symbolizes a transformative phase, catering not only to ardent K-pop fans but also to those new to the genre.
Even with Tropical Storm Hilary posing a threat, the dedicated fans remained undeterred, braving the rain to witness their favorite acts on the final day of the convention. When asked about the weather, a K-pop fan from Massachusetts named Toadcola, who uploads fan cam videos on YouTube, remained unfazed. In fact, he contemplated the prospect of his flight being canceled, hoping for the chance to spend more time with the idols at the airport.
In conclusion, the LA KCON event encapsulated the passion and impact of K-pop on a grand scale. Fans from all walks of life celebrated their love for K-pop through a weekend of immersive experiences, demonstrating the power of fandom in the music industry. KCON served as a testament to the resilience and creativity of the K-pop community, solidifying its position as a global cultural force.
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