The Emergence of Q-pop in Kazakhstan: The Glocalization of K-pop

Abstract: This article examines the emergence of Q-pop, a Kazakhstani music genre influenced by K-pop yet uniquely adapted to reflect Kazakh identity. It explores how K-pop’s global success and the Korean Wave shaped Q-pop’s development, particularly through artists like Ninety One, who blend international trends with the Kazakh language, values, and traditions. Using media content analysis and industry interviews, this study highlights Q-pop’s integration into Kazakhstan’s cultural landscape, its societal impact, and the challenges it faces, including conservative resistance. It further examines how Q-pop has adapted K-pop’s training systems and fan culture while maintaining its linguistic and cultural distinctiveness. The emergence of INKI, a Kazakhstani group formed in Russia, signals Q-pop’s regional expansion and influence in the post-Soviet space. This development underscores Q-pop’s transition into a broader Eurasian cultural force, shaping regional musical trends and fostering new forms of cultural exchange in Greater Eurasia.