Seoul: The chief executive of K-pop powerhouse Hybe, Lee Jae-sang, has highlighted the role of a "virtuous cycle" driven by active fan participation in propelling K-pop's global rise. Lee shared his insights during a webinar hosted by U.S.-based entertainment data analytics firm Luminate, which provides data for the Billboard charts.

According to Yonhap News Agency, Lee stressed the increasing influence of "super fans," or highly engaged audiences, in shaping the trajectories of artists. He explained that fans are more than just listeners, as they actively participate in the artist's entire range of activities. This active engagement creates a virtuous cycle where social media and community-driven word of mouth quickly lead to streaming, establishing a rapid and effective feedback loop.

Lee attributed Hybe's sustained global growth to "fan engagement," which is supported by a localized version of the "K-pop Approach." This integrated model includes artist development, production systems, promotions, and fan communities tailored to the cultural and industrial contexts of each market. He cited BTS member Jungkook's hit single "Seven" and U.S.-based girl group Katseye's achievement of 33 million monthly listeners on Spotify as examples of this approach's success.

Additionally, Lee identified Generation Z as a key driver of Hybe's global strategy. He noted that the company's fan platform, Weverse, has fostered a participatory culture where fans are encouraged to create and share content directly. Looking to the future, Lee revealed plans to intensify efforts to reach Generation Alpha, younger audiences who have yet to form fixed cultural preferences. He described this demographic as a major strategic focus for the next three to five years, emphasizing their potential to embrace K-pop and local artists using K-pop mechanisms as a part of their cultural upbringing.