K-pop is having a moment in the U.S., and brands want to share the mic.

Live touring revenue from the genre jumped 79% year over year in the first half of 2025, according to Billboar d, with supergroups like Stray Kids and Ateez selling out American stadiums. K-pop artists also dominated the charts, claiming half of the top 10 best-selling physical albums in the U.S., according to entertainment insights company Luminate.

The genre has also made its mark at some of the country’s biggest music festivals over the last two years, with acts like Enhypen, TXT, Le Sserafim, and Twice performing at Coachella and Lollapalooza.

On screen, Netflix’s KPop Demon Hunters shattered records as the streamer’s most-watched film ever, with its soundtrack charting at number one in the States.

Bra

See Full Page