Celebrity

60 million album copies sold this year, the reasons why K-Pop still did so well without the offline events

How about a summary of K-Pop in 2021? Let’s talk about the fandoms’ power, overseas expansion, excellent newbies, and a coming–up generation shift. 

This year was also a difficult year due to the still ongoing pandemic. However, music connected people around the world with various messages that gave hope and comfort. K-pop also did well. Contrary to the situation in which mostly all kind of offline events was cut off due to the pandemic, several K-pop groups still spread their influence around the world.

Summary of K-Pop in 2021

◆ Album sales from the fandoms…The best-ever album exports.

Gaon Chart reported that the top 400 domestic pop music albums sold about 54 million copies from January to November this year, and predicted that the final album sales will be around 60 million this year. This figure has grown at least 31% from last year.

Summary of K-Pop in 2021

Album exports also hit an all-time high. According to statistics from the Korea Customs Service, Korea’s album exports this year already reached 189.74 million dollars (about 223.6 billion won) in October, which is the highest ever. With two months left until 2022, this number is expected to surpass last year’s annual album exports of 136.2 million dollars, exceeding the $200 million at the end of the year.

By November, a total of 10 albums sold more than 1 million copies based on a single album, 4 more than just 6 albums last year. News about a series of “million sellers,” including BTS, SEVENTEEN, NCT 127, NCT DREAM, Stray Kids, ENHYPEN, EXO, and Baekhyun, continuously got reported.

Summary of K-Pop in 2021

As the K-pop wave swept the world, the firepower of the expanded global fandom soon led to an increase in album sales. As the stage performance market shrank due to the pandemic, fans’ consumption was concentrated on physical albums.

It is also noteworthy that interest in K-pop has increased along with the influx of new fandoms, and sales of old albums have increased. In fact, as past songs begin to attract attention among overseas fans, SM Entertainment, YouTube, and NHN Bugs are introducing remastering projects that reproduce old music and music videos. This inversely induces the effect of promoting such retro music.

◆ Japan, America…K-pop that focuses on entering the world market.

According to data from the Korea Customs Service, Japan had the largest record exports of 67.03 million dollars (about 79.7 billion won). It is then followed by China, the United States, Indonesia, Taiwan, and Thailand. Following last year, the U.S. was included as a major exporter, and exports in Europe such as the U.K. and France also increased. In particular, album exports to Germany and the Netherlands also saw a sharp rise of 153% and 80%, respectively.

Summary of K-Pop in 2021

This year’s K-pop market has focused on a wide range of globalization, focusing on activities in Japan, the largest consumer country, while at the same time seeking to enter the U.S. to reduce dependence.

Summary of K-Pop in 2021

BTS, who has already become a global star, re-proven their status by claiming the top of Billboard several times with their English single “Butter” this year. TWICE released their first English single and performed quite well on Billboard, targeting the U.S. market in their earnest. In addition, ITZY, aespa, SEVENTEEN, TOMORROW X TOGETHER, and ENHYPEN were also active on the Billboard main chart.

◆ The 5th generation is already here?… A flood of next runners

Above all, it was a year in which the fourth generation of idols stood out. It is evaluated that the generational shift was well made in line with K-pop’s popularity.

Summary of K-Pop in 2021

THE BOYZ, Stray Kids and ATEEZ, dubbed “ZZZ”, achieved career highs with their best performances. THE BOYZ won their first terrestrial No.1 trophy since their debut, and Stray Kids became the first million-selling artist in JYP Entertainment’s history. ATEEZ also showed off their global popularity by recording album sales that exceeded twice that of their previous work.

Summary of K-Pop in 2021
Summary of K-Pop in 2021

The rapid growth of ENHYPEN and aespa is by far the most noticeable. The two teams, which debuted in November 2020, rose to the ranks of “K-pop representative groups” at an amazing speed. ENHYPEN sold more than 500,000 albums within six months of their debut and went straight to be a “Million Seller” with the next album. In particular, ENHYPEN, which includes Japanese member Ni-ki, is gaining overwhelming popularity in Japan.

Summary of K-Pop in 2021

At the same time, aespa achieves a strong fandom and popularity under SM Entertainment’s solid planning power that combines their concept with a metaverse one. From their debut song “Black Mamba” to “Next Level” and “Savage”, they quickly emerged as a music powerhouse with three consecutive hits. aespa immediately became a “Half Million Seller” despite it being their 1st album.

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Summary of K-Pop in 2021

The momentum of rookies, who are not like rookies at all, is expected to continue next year. Starship Entertainment’s IVE has started it off. IVE, which made their debut earlier this month, immediately topped music charts and swept trophies in various music programs, earning the title of “Rookie Monster”.

Summary of K-Pop in 2021

Major rookies are pouring out next year as well. JYP Entertainment will introduce a new girl group in February, while HYBE’s new label ADOR, headed by Min Hee-jin, will also launch a new girl group.

Summary of K-Pop in 2021

Belift Lab, which produced ENHYPEN, is planning to debut a girl group through “I-Land 2”, and YG Entertainment will showcase a new female team to succeed BLACKPINK. In addition, the debut race is expected to feature new girl groups from MLD Entertainment (MOMOLAND‘s agency), Grandline Entertainment (Lil Boi, Stella Jang’s agency) as well as Kep1er, a group formed through Mnet’s audition program “Girls Planet 999“.

Summary of K-Pop in 2021
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Hankyung
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