Climbing the Charts Without Fandom: An Analysis of the “Reverse Run” Phenomenon in the K-Pop Scene

“Reverse run” in K-pop refers to the sudden rise in popularity of a fading song, which is often triggered by memetic videos on YouTube. In this study, we argue that this cultural diffusion is possible without resources of giant agencies or fanbases because individuals are loosely and flexibly connected through digital networks. To test this claim, we collected 1,308 YouTube videos and 611,809 comments on them. We then analyzed user engagement with these videos. For the reverse run case, there was an extensive user engagement with memetic videos that covered, mimicked, or remixed idol groups’ music videos or media-produced stage footage, which drove virality. This pattern differed from those of other immediate chart-toppers, which often resulted from big agency promotions or strong fan support. This study indicates that memetic videos play a crucial role in the bottom-up cultural diffusion of reverse run by creating a fandom-like phenomenon where individuals could connect through personalized expression.