A Study on Cultural Identity and Global Expansion of K-pop: MZ Generation’s Perception of BTS, BLACKPINK, and KATSEYE

This study analyzes the perceptions of the MZ generation regarding the global expansion of K-pop. Focusing on BTS, BLACKPINK, and KATSEYE—groups that have gained worldwide popularity targeting the U.S. market—it explores how this generation accepts the globalization of K-pop. While K-pop has previously been criticized for excessively prioritizing global markets, leading to concerns about identity confusion and the decline of musicality, recent trends show that transnational consumption and cultural hybridity are being accepted more naturally. The MZ generation, as digital natives who encountered K-pop after the rise of the Korean Wave, is presumed to be more open to transcultural phenomena. This study also examines whether they share concerns from earlier discourses regarding the identity of K-pop. A survey was conducted with 200 university students (100 Korean and 100 foreign students) from institutions in Seoul and Gyeonggi Province, all of whom are highly familiar with K-pop content. By analyzing their views on each group’s music style and strategic shifts, the study aims to uncover how the MZ generation embraces K-pop in the global era and constructs cultural attitudes and identities in response.