“The enthusiasm from K-pop fans reflects how the NBA’s cultural impact extends beyond the court,” said Rasu. “Le Sserafim are co-creators of a cultural moment where music, fashion, and sports intersect.”
A New Era
With K-pop now an export as powerful as tech or entertainment, its artists are becoming case studies in building engaged, profitable communities.
The genre’s fans are putting their money where their fandom is. Four in five in the U.S. purchased a K-pop record last year, while 74% bought albums to collect, according to Billboard.
In a statement, Source Music, Le Sserafim’s label, said authenticity is central to every partnership decision its bands make, and the artists agree.
For Le Sserafim’s Yunjin (a New York native), supportive audiences took some of the pressure off their first U.S. tour.
When asked if she had a message for fans, she told ADWEEK, “You guys sent us so much love and support that you turned our fear into excitement and a stronger sense of responsibility. We promise to be back on tour, but until then, please look forward to our new music.”
That new music comes in a fresh single, Spaghetti, which features J-hope of BTS. Le Sserafim member Chaewon said the song “marks the next chapter in our story that captures our growth as artists and the new changes we’re ready to show our audiences.”
U.S. partners eager to work closely with artists and audiences to build deeper connections, will edge ahead in K-pop’s battle of the brands.
