Joseph Hwang
* The statistics cited in this article are from the “2023 Music Industry White Paper,” published by the Korea Creative Content Agency, which is part of the Ministry of Culture, Sports, and Tourism of the Republic of Korea.
The polarization of South Korean society, whether political or demographic, is a key factor in understanding the underlying causes of significant shifts in the country’s economic landscape, including its cultural industry. It seems that the K-pop industry is also susceptible to this phenomenon.
In the 1980s and 1990s, the older generations, who were relatively affluent, were not the primary consumers of South Korean popular music. Instead, the younger generations, who were in adolescence or young adulthood at that time, constituted most of the audience. This generation currently represents the mainstream of South Korean society.
In both the United States and South Korea, the population of individuals born during the post-war baby boom is aging, and their children are now the mainstream generation, collectively known as Generation MZ.
1. Principal Consumers of the K-pop Market
The Generation MZ represents the principal consumers of the South Korean K-pop market. However, their financial backers are the wealthiest generation in Korea’s modern history. The middle of the two generations appears to exhibit a relatively low level of consumption activity. Historical factors exert a significant influence on the market. To gain an accurate understanding of the market, it is essential to have a firm grasp of its historical context.
The act of consumption occurs when individuals possess a greater quantity of financial resources. The generation that has accumulated the greatest wealth and achieved the highest cultural affluence in South Korean society is now the dominant mainstream generation. Statistical evidence indicates that this mainstream generation and their offspring are prominent consumers within the K-pop market. The parents of this generation are not only consumers of K-pop themselves but also serve as strong supporters of their children’s consumption of K-pop idols. They are rich in cultural experiences and are thus well-positioned to guide and encourage their children in this area. They engage in the fandom while simultaneously consuming K-pop products with their children. In doing so, they fulfill their roles as parents and heads of households while ensuring their children’s safety. This lifestyle creates synergy between fulfilling familial obligations and engaging in cultural activities. This phenomenon can be described as a double benefit, whereby participation in K-pop fandom creates a positive experience that encourages continued consumption and fandom as a hobby. It could be argued that this situation is optimal.
2. Generational Polarization
A comparable phenomenon can be observed in the United States with Taylor Swift’s Eras Tour. Taylor Swift’s primary consumer demographic is women in their teens and 20s, who are also financially supported by their parents. The presence of parental financial support may explain why many of her concerts are attended by daughters and their parents, despite the evident generation gap.
The phenomenon of having two generationally distinct fan bases for a single artist who exhibits minimal cultural alignment is notable. Such an awkward situation is also observed in certain industries. This phenomenon may be described as a kind of polarization. A similar phenomenon can be observed in the consumption of K-pop.
This generational polarization is also evident in the consumption of digital music. Furthermore, this phenomenon certainly appears in fandom engagement, where individuals purchase merchandise associated with their favorite artists. The generational polarization evident within the music market reflects the demographic profile of South Korean society.
3. Technological Advancements and Marketing Strategies
The phenomenon of demographic generational polarization significantly impacts many societal domains. Generational polarization is evident in various areas, including the consumer goods market, the real estate market, transportation policy, the education system, and other social phenomena. Upon the passing of the current mainstream generation, the demographic characteristics of the younger generation and MZ will affect markets and society in different ways.
When demographics establish the fundamental structure of society and markets, the resulting phenomena are often shaped by technological advancement. Demographics provide the fundamental structure of society and culture, while art and technology operate in conjunction to generate the distinctive characteristics and phenomena that comprise that structure. Consequently, the mechanisms of each market undergo corresponding alterations.
When the majority of a society’s wealth is concentrated in the hands of a single generation—also the largest population—this generation tends to have higher expectations and a greater willingness to support its children as the mainstream generation reaches retirement age. As the mainstream generation approaches retirement, its primary focus will probably shift toward their families. Consequently, the most highly valued aspects of their lives will be the love and affection they share with family members. In this context, considerable cultural content is created to fulfill this desire for family love. Therefore, it is likely that such content will be well-received. Other forms of content marketing, such as dramas and movies, or the marketing of products and services from different industries using content, will also focus on emphasizing family love.
As previously stated, demographic characteristics are insufficient to account for this polarization; technological advances are at the core of the phenomenon and its underlying causes.
As an illustration, contemporary families can engage in group discussions via mobile phone applications. All family members receive messages from both parents of the same quality. In a negative sense, it has become a tool for parental surveillance; however, in a positive sense, it has the potential to facilitate improved communication within the family unit.
In the era preceding the advent of cellular devices and instant messaging applications, the breakfast or dinner table served a similar function. The advent of cyberspace has enabled the sharing of children’s preferences, the expression of frustrations, the solicitation of needs, and the communication of affection at any moment and in any location. Even the older generation can utilize technology to rekindle the bond of family love to a greater extent than ever before, once they have acquired the necessary skills to do so. This technology helps mitigate conflicts and grievances that may arise between generations with significant age disparities.
The advent of digital networking has given rise to the formation of new demographic identities and kinship ties. It is anticipated that music products and services that take these changes and relationships into account will continue to be welcomed by the market. The ongoing polarization of culture and the economy will remain a subject of careful study.
* References and Quotations:
https://welcon.kocca.kr/ko/info/trend/1953646
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