Written by Drew White

K-pop has been a growing global phenomenon in the past ten years; even in Chattanooga, Tennessee. 42E3 is a K-pop dance cover group that semi-frequently releases dance covers on their YouTube and Instagram pages.  

Many of these dancers have experienced the rise of K-pop firsthand, having been fans themselves for over ten years. They have watched the landscape of fan interactions and song promotions shift over the years due to the rise of social media and COVID-19. 

“I became a fan of K-pop in 2013, but I didn’t start dancing to K-pop until 2015, because I was kind of embarrassed to be a K-pop fan at first.” said Sarah Thomas, one of the founders of 42E3.

The rise of internet subculture spaces for people with shared interests has allowed much of the shame linked to fan cultures to subside. Bailee Fiste, a dance member of 42E3, feels that the rise of TikTok has made K-pop much more accessible to the Western world. 

“With the rise of social media and the advertising of [K-pop], not only digitally, but also socially, there are a lot more people talking to their friends about it and showing them, and that means a lot more people can see. K-pop is a very diverse realm, there’s something for everyone.” said Fiste.

International fans have been able to interact with their favorite K-pop groups on a more personal scale since COVID-19, with events like fancalls, which is a one-minute Facetime call between a K-pop idol and a fan that can be won through a raffle. 

K-pop concerts outside of Asia were rare until about eight years ago, but now many groups tour North America annually. However, this trend could shift depending on future work visa regulations under the current presidential administration.

Thomas remembers a time when Western promotions were nearly nonexistent. It was difficult for international fans to access live events or official content outside of Asia.

“When I was first getting into k-pop, there was no way I was ever going to a concert… There was nothing nearby, the closest was like Chicago and even that was rare.” said Thomas.

Fiste, as an East Asian who became a K-pop fan in middle school, reflected on how things have changed. She noticed a significant shift in the acceptance of East Asian cultures, especially over the past five years.

“When I first got into it, not a lot of international pop culture was really accepted.  At least in my town, because I come from a small, White, southern town… I could tell a lot of people were really weirded out by it,” said Fiste. “And now, K-pop and especially Korean and Japanese pop cultures have come to be so popular and mainstream that it’s cool now to like these topics and hobbies.”

K-pop remains on an upward trend, with more groups than ever appearing on Western morning shows, playing at American festivals, and topping American music charts. It’s a multi-faceted interest that appeals to musicians, dancers, artists, and your average Joe. 42E3 utilizes that large appeal, bringing together a creative collective driven by a shared passion for K-pop.

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