the K-pop industry. It also explains why K-pop focused on gaining popularity in the East Asian
market before jumping into the international. The first wave of Hallyu, also known as the
Korean wave, is a terminology to describe the phenomenon in which South Korea exported
massively its cultural content, one of the most important one being K-pop and K-pop music
videos. At the beginning, Hallyu first focused on dominating first the Chinese market in the
’90s and a decade later, they succeeded in the Japanese market as well (Choi, 2011). Hallyu
had several phases but for the sake of this research, only music videos of the third phase of the
Korean wave known as Neo-Hallyu which is the one currently active and is the one that had a
greater international visibility and impact due to social media.
If we follow the foreign influence on K-pop music in chronological order, after China, the next
nation that impacted K-pop the most was the United Stated. Whereas China shaped South
Korean social mentality, the US had a more direct effect on song production. During the ’50s
the Korean war outbroke and the American government supported the Southern part of the
peninsula against the Northern part. A large number of American soldiers stayed there for many
years and one of the strategies that the US army adopted to repel the communist influence from
China and the USSR that dominated North Korea was by the introduction of American popular
music. The only music that Koreans could listen to in the radio was American pop songs and
even though for them was a foreign influence, it rapidly substituted their traditional music
(Dixon, 2020). This happened because, before that, Korean music was very traditional like for
instance Ppongtchack songs also known as Trot where it predominated the pentatonic scales
(Oh, 2013) and could not compete with the catchy rhythms of American songs. This explains
the reasons why in all K-pop music videos there are no sign of traditional Korean music when
it comes to the melody, the beats or the genre.
Last but not least, there is the cultural influence of Japan. Like the other two nations mentioned
above, Japan conquered Korea many times because of its strategic geographical position. But
when we talk in terms of K-pop, the influence did not happen when the country was under their
military power. This happened at the beginning of the 90’s some years before the beginning of
the Korean wave. At that time, South Korea was a fully democratized country and started to
open up to the international market as a consequence of their lack of natural resources and
limited domestic market. Not only they opened up for their export but also for imports as they
valued the know-how and the technological development of other countries. One of the many
things that South Korea got from their neighbour nation was J-pop and eventually their
marketing style of music entertainment. This can be appreciated in the similitude such us of
the tendency of having bands instead of solo artists, the concept of idol in the society and one
of the most important one, the relationship that the artist builds with their audience which is be
one of the key tactics that made K-pop to be one of the twentieths most important cultural
trends. The influence that K-pop got from J-pop is significant and can be easily noticed when
comparing music videos of both genres. This fact brought up a lot of questions and many experts