KCON Returns to LA After 3 Years... From Group Chants to Dancing, It Became a Playground for K-Pop Fans Worldwide

KCON 10th Anniversary Combines K-Pop Concert with Convention
90,000 Attendees in LA... 7.08 Million Worldwide Enjoy Digitally
Dream Stage, K-Culture Experience Programs Draw Attention

On the 20th (local time), Kep1er is performing on the Dream Stage with fans at 'KCON 2022 LA' held at Crypto.com Arena in LA, USA.

[Asia Economy LA=Special Correspondent Seulgina Jo] “I’m really curious about you. The feeling is mutual...”

On the 20th (local time), as familiar music echoed through the Los Angeles Convention Center, people quickly began to gather. Within seconds, nearly 20 people had formed a dance formation on the makeshift stage. The dance, started simultaneously by individuals of different ages, genders, and races, was to K-pop girl group IVE’s “Love Dive.”

Richie Elias, who confidently took center stage and performed the choreography skillfully, introduced himself as “a K-pop fan and dancer.” A student at the University of California, Los Angeles (UCLA) and a member of the K-pop dance club, he said, “K-pop is special. I like it because it’s fun and has many entertainment elements.” Without a moment to cool down, he rushed back to the stage to dance to Chungha’s “Already 12 O’clock.”

Returning offline after more than three years, “KCON 2022 LA” was more than just a K-pop concert. It was a large-scale festival and playground for fans worldwide who love K-pop and want to learn more about Korean culture and Korea itself.

The KCON concert held over two days, the 20th and 21st, at Crypto.com Arena sold out all 30,000 seats early. Before the performances, fans also flocked to the convention where they could experience K-culture through programs like K-Culture Experience. Over the three days from the 19th to the 21st, the total onsite audience in LA reached 90,000. Nikki (30), a 10-year K-pop fan who came to LA with a friend from Arizona, said, “I can sing 21 songs entirely in Korean,” and added, “I learned Korean because I love K-pop. I also love Korean culture and Korea.”

Since its inception in 2012, hosted by CJ ENM, KCON celebrated its 10th anniversary this year. The cumulative audience has reached 1.1 million. Despite pessimistic forecasts that the Hallyu boom would not last long, KCON, which landed on American soil, is now regarded as the vanguard of spreading K-culture and the largest platform that excites K-pop fans. Kim Hyun-soo, head of CJ ENM’s Music Content Division, who marked the 10th anniversary in LA where KCON was first held in the U.S., explained, “Unlike 10 years ago when it was only a show, now it’s a model combining concerts and conventions,” adding, “We made it so that audiences can sit, participate, communicate, and feel Korean culture more intimately,” describing the characteristics of KCON 2022 LA.

On the 20th (local time), K-pop fans are dancing to K-pop songs at the LA Convention Center in the United States.

One of the most representative programs is the “Dream Stage,” where fans and artists stand together on stage. For this program, introduced for the first time this year, Kepler’s “Wa Da Da” was played repeatedly from 10 a.m. at the LA Convention Center. Hundreds of volunteers gathered for the dance competition to select fans who would perform with Kepler at the evening concert. The selected K-pop fans could hardly contain their excitement. Some fans who performed brilliantly at the Crypto.com Arena that evening were seen shedding tears on stage. Throughout the performance, the audience, who sang along to K-pop songs, cheered the fans’ stage with the loudest applause.

The experiential programs targeting Generation Z, the main fan base of K-culture, did not stop there. In the afternoon, nearly a thousand people lined up to attend a challenge event with ATEEZ at the convention. ATEEZ, boasting a powerful fandom overseas, declared the opening of KCON by performing the signature song “POPPY” introduced for the first time this year. Starting with ATEEZ, different artists will take over the baton at future KCON events, presenting their own unique relay signature songs.

On the 20th (local time), K-pop fans lined up in front of the Crypto.com Arena in LA, USA, ahead of the performance.

As KCON marked its 10th anniversary, experienced attendees were easily spotted throughout the concert and convention venues. Heather, a woman in her 30s who has attended KCON every year since 2016, said the reason she likes K-pop is, “Most songs here (in the U.S.) are about drugs, violence, and sex, but K-pop has good messages that I don’t hesitate to let my 7-year-old child listen to.” She named Stray Kids and ATEEZ as her favorites and drove over four hours from Northern California with her husband, a ONCE (TWICE fandom) fan, to enjoy the first offline KCON in three years. Cindy, who came with three high school friends from California’s Central Valley, said, “K-pop is fun,” and added, “I like NCT Dream the most.”

It was not uncommon to meet fans who crossed borders or took long flights. 15-year-old twin girls Ansley and Ellery, dressed alike with the same hairstyle, said, “We drove 24 hours from Canada. Our parents drove us,” expressing their excitement for their first-ever K-pop concert. Adriana and Eduardo, who flew six hours from Florida, said, “We are both K-pop fans,” and added, “This year alone, we have traveled to LA, Las Vegas, and New York to attend concerts of TWICE, BTS, and Stray Kids.” Roro, who once visited Hong Kong to audition, said, “I’m currently into MAMAMOO, but I like second-generation idols like BIGBANG and 2NE1,” adding, “At 16, watching Super Junior dance made becoming an Asian star my goal. It’s powerful to promote culture and individuality and influence people.”

Stray Kids

ATEEZ

ITZY

At KCON 2022 LA, returning after three years, fans skillfully performed group chants. Throughout the roughly four-hour-long concert, many fans showed tireless standing enthusiasm, singing along not only to new songs like ITZY’s “Sneakers” but also special performances by rookie groups Lightsum and ENHYPEN, covering (G)I-DLE’s “Tomboy” and BTS’s “Permission to Love” chorus respectively. The lineup included ATEEZ, CRAVITY, ENHYPEN, I&I, ITZY, Kep1er, Lightsum, LOONA, NCT Dream, NMIXX, P1Harmony, STAYC, Stray Kids, THE BOYZ, TO1, and WJSN (in alphabetical order). CJ ENM CP Park Chan-wook said, “Many artists can sell out solo tours. It’s a lineup you’d expect to see at year-end award shows.” During the pandemic, when offline KCON was blocked, CJ ENM held KCON:TACT, accumulating know-how to allow digital audiences to enjoy this concert as well. The paid and free online viewers via YouTube channels, Mnet, and other live streams totaled approximately 7.08 million from 176 countries and regions worldwide.

Experts unanimously agree that K-pop is now moving from subculture to mainstream in the U.S. market. Professor Kim Sook-young of UCLA said, “I see BTS’s ‘Dynamite’ as the turning point,” adding, “K-pop has become so popular that it’s unavoidable now.” Professor Kim evaluated that the aesthetic charm of being “cute” while delivering social messages has captivated the American Generation Z. He added, “Currently, only K-pop has a system that produces large quantities of high-quality music for young people in their teens to thirties.” Angela Killogen, CEO of CJ ENM America, said, “As it’s the 10th anniversary, fans who have become mothers are bringing their children (to KCON). The way KCON is covered by local media has also changed,” expressing pride in KCON’s important role in spreading K-pop and Hallyu.

This content was produced with the assistance of AI translation services.