월드컵 주인공 'K-POP'…글로벌 음악 시장 전환점 될까? [10분 문화톡] / EBS뉴스 2026. 07. 24

https://home.ebs.co.kr/ebsnews/menu2/... [EBS News] Anchor Seo Hyun-ah The CONCACAF World Cup, a festival for people all over the world, left behind countless memorable moments both inside and outside the stadiums. Another protagonist was none other than K-POP. K-POP, which marked the beginning and end of the tournament and stood at the center of global popular culture. Today, we will examine the status of K-POP confirmed at this World Cup and the challenges for its sustainable growth with Director Lee Nam-kyung of the Korea Management Association. Welcome. It is no exaggeration to say that K-POP decorated the beginning and end of this World Cup. The performances of Korean-American musicians, including BLACKPINK's Lisa and BTS, were also outstanding. If you were to pick the most symbolic moment, which one would it be? Lee Nam-kyung, Director / Korea Management Association Yes, the most noteworthy aspect of this World Cup is that K-POP did not stop at a single celebratory performance but participated extensively in the tournament's major musical content. BLACKPINK's Lisa collaborated with artists representing Latin pop and Afro-Bits to present World Cup music, and Korean-American musician Lee Jae also participated in the official music and opening stage alongside world-renowned musicians. Above all, the most symbolic scene was the final stage. By having BTS grace the core performance of the World Cup alongside global pop stars, it demonstrated that K-POP is no longer just regional music invited to international events, but a representative hit content that attracts the attention of viewers worldwide. It can be assessed that in this World Cup, K-POP did not merely adorn the periphery of the tournament, but played a role in creating the World Cup's youthful and dynamic image and generating global buzz. Anchor Seo Hyun-ah So you are saying that K-POP has become the core content driving the success of the World Cup. At the 2022 Qatar World Cup, BTS's Jungkook graced the opening ceremony by singing "Dreamers." What is different about this World Cup compared to then? Lee Nam-kyung, Director / Korea Management Association Compared to the past, the biggest change is that the role of K-POP has expanded from the special participation of individual artists to a cultural resource that constitutes the entire World Cup. During the 2002 Korea-Japan World Cup, Korean popular music primarily served to introduce the host country's culture and cheer on the Korean national team. Later, at the 2018 Russia World Cup, the music of EXO and BTS was played in stadiums following votes by their global fandoms, confirming the international mobilization power of the K-POP fandom. And at the 2022 Qatar World Cup, K-POP artists entered the center of official World Cup content as Jungkook took the stage at the opening ceremony singing the official World Cup soundtrack, "Dreamers." We can see that we have taken this a step further in 2026. Various K-POP artists and Korean-American creators participated in various stages of the competition, including the official music, opening ceremony, and final performances. While in the past, Korea sought to promote K-POP by leveraging the global stage of the World Cup, we can now see that we have entered a stage where global sports organizations like FIFA require K-POP to capture the interest of the younger generation and generate global buzz. This change demonstrates that K-POP has established itself as a mainstream content of global popular culture, transcending its status as popular Asian music. Anchor Seo Hyun-ah It seems clear that it has risen to the mainstream of global popular culture. Now, it seems crucial to translate this intense interest into tangible industrial results. What kind of ripple effects can we expect? Director Lee Nam-kyung / Korea Management Association Most directly, this could lead to expanded consumption of music and videos, increased demand for concerts, and expanded advertising and brand collaborations. The industrial value of K-POP does not remain confined solely to the music industry. K-POP is a comprehensive form of content that combines music, choreography, fashion, hair and makeup, video, performance technology, merchandise, and fan platforms. When artists gain attention on a global stage, interest can expand to include the outfits and cosmetics they wear, the choreography and stage production of their performances, as well as Korean food and tourist attractions. In particular, the fact that this World Cup was held in the United States, Canada, and Mexico is also very significant. The United States is the world's largest entertainment market, and Latin America, including Mexico, is a region where interest in K-POP and Korean culture is growing rapidly. Therefore, this World Cup serves as a crucial cultural industry platform capable of simultaneously connecting the mainstream market of Nor...