April 16, 2025
SEOUL – Korean music charts such as Melon, Genie, Bugs and FLO have become less of a priority for major K-pop agencies as fans increasingly focus on boosting their favorite idols’ presence on global platforms like Billboard and Spotify.
BTS played a pivotal role in lowering the barrier for entry into the US music market, proving that K-pop idols can achieve high rankings on internationally recognized charts. As a result, many fans in Korea have shifted to using global platforms that contribute to chart placements abroad and offer comprehensive data on new releases.
The shift in fans’ attention notwithstanding, industry insiders stress that domestic charts still play a key role in maintaining K-pop’s global momentum.
“These days, as K-pop idols’ success is more frequently measured by their performance on overseas charts, fans tend to pay less attention to domestic rankings,” said an official from a major K-pop agency, Tuesday. “Also, the average age of listeners using Korean music platforms is gradually getting older.”
As of Wednesday, G-Dragon’s “Too Bad” topped the Melon chart, followed by Jo Jazz’s “Don’t You Know (Prod. Rocoberry)” at No. 2 and Hwang Garam’s “I Am a Firefly” at No. 6. While these tracks may be unfamiliar to many K-pop fans abroad, they’re dominating Korean charts.
Music critic Lim Hee-yun attributes this to a gap left by K-pop idols who are increasingly focused on foreign markets and are more concerned with overseas chart rankings.
“When idol fandoms were highly active in Korea, they drove chart success through mass buying of songs and albums — a tactic often called ‘total attack,’” Lim said Wednesday. “But now, many younger listeners who used to stream K-pop on Melon have moved to platforms such as YouTube, Spotify or TikTok, changing the way chart performance reflects popularity.”
According to Kakao Entertainment, which operates Melon, the shift toward international audiences is clear. K-pop artists now release songs with global appeal and prioritize performing overseas.
Still, industry insiders stress that domestic charts remain a key benchmark — especially for rookie groups and mid-tier artists.
“The home of K-pop is Korea. The trends begin here, and Melon is where it starts,” said a source from a major K-pop label.
Lim warned that aiming too early for international success without local traction can backfire.
“Some agencies aim for a global sound right away, hoping to break into mainstream foreign markets. But unless you’re on the level of BTS’ Jungkook or Blackpink, it rarely works,” he said. “Even with global popularity, abroad, K-pop remains part of a subculture— not quite in the mainstream.”
That is why domestic chart performance is still regarded as a vital indicator of potential success for idols without an established fanbase.
“Even within large companies, only top-tier acts consistently chart well. Many rookie groups struggle to make it to the Top 100. That initial visibility is crucial,” Lim said.
There is also a growing call for more Korean identity in the K-pop sound as the market matures.
“Global markets already have local artists. Naturally, fans prefer those they are familiar with,” Lim added. “For K-pop artists, bringing a distinctively Korean element to the table may be the key to standing out, not blending in.”