In the vast landscape of Korean entertainment, sometimes it’s the little things that bring us joy (or disappointment) and make our fan girl/boy/folk hearts beat a little faster.
Each month, we ask our writers to share: Among the many Hallyu things vying for your attention, what’s caught your eye, is on your mind, or has made your heart skip a beat?
Shinee’s Back & Onew’s Connection Tour
— Sabrina
Shinee’s back, and I am so grateful to be able to say that.
Even before the group comeback, it has truly been a wonderful year to be a Shawol. I had the opportunity not only to see Taemin live (which I discussed in a previous Beats of the Month) but also Onew on his first solo tour in the U.S. He may have named his tour “Connection” after his most recent EP, but it also fits the experience he aspired to create. With just him and a microphone, the concert had a more intimate feeling than most K-pop shows. During the encore, Onew weaved through the aisles of the theater and handed out gifts like flowers and rubber balls, making the night memorable for his fans—though what I remember most is his sheer joy on stage.
Of course, nothing replaces Shinee as a group, as their boundless energy during the 30-song setlist at their recent anniversary concerts proved. Meanwhile, listening to their latest single “Poet | Artist” has been a moving experience. Reflecting the title of Jonghyun’s posthumously released 2018 album, the electro-pop song builds on Jonghyun’s demo and features him scatting in the bridge. I can hear the rhythm and groove found elsewhere in his solo discography, but “Poet | Artist” also feels like quintessential Shinee, particularly in the layering of their warm tones in the chorus. Prior to the announcement of the single, I never would have imagined hearing all five members’ voices on a new song.
Over the past few years, Shinee sometimes left an open space in performances, signifying that there is a place for Jonghyun, but also highlighting his absence. “Poet | Artist” starts to fill in that gap, showing how the members have healed enough to openly acknowledge and celebrate Jonghyun. In his final ment at the May 25 anniversary concert, Key explained the opening and closing songs: “‘Poet | Artist’ is what Jonghyun wanted to say, and our last song is what we want to say to him.” During that last song, “Our Page,” I noticed Onew’s smile. In this and many other moments, Shinee assured us that Jonghyun is part of the group’s present and future, full of love and joy, once again.
Shinee’s Back Pt. 2 & Netflix’s Savvy K-content Marketing
— Siena
I agree with everything Sabrina has to say about Shinee’s latest comeback and activities. In an industry that often discourages candor, authenticity, and vulnerability, it was deeply moving and affirming to see Shinee band together to bring to life a comeback that put 5HINee front and center in the most joyful of ways. In addition to the comeback itself, some of the behind the scenes content that has been coming out in subsequent days is equally delightful. I’d highlight the “Recording Behind” video, within which you can hear long snippets of Jonghyun‘s original demo…and, incredibly endearingly, watch the members fondly huff and puff over how absurdly high-pitched and challenging said demo is!
Switching gears entirely, I wanted to briefly shout out Netflix’s charmingly clunky K-content ad featuring Martha Stewart, Lil Yachty, and T.O.P. With the success of simulcast and original Korean shows alike on the platform, Netflix has become a real power player in Hallyu’s global distribution. Netflix is by no-means an angel (By. No. Means!), but one thing I don’t think they get enough credit for is their savvy promotion of their Korean shows.
On their K-content dedicated YouTube channel, the streaming giant has giddily adopted the dramatic, often slapstick style of many dramas in its promotional content. The channel is filled with slightly quirky, variety-influenced interviews, clip compilations, and cheesy video titles. The streamer also cuts its drama trailers in a way that feels like a tonal match to the shows themselves. Compare this to other international streamers, like Hulu or Disney+, which also have a wealth of K-content, but often market it in a rote way that fails to engage existing K-content fans and may come across as false advertising to the uninitiated. This newest promo is just the latest example of how Netflix’s savvy marketing has made them seem like a leader in Hallyu content, not just a guest player.
TXT Commit to the Bit & Maybe Box MVs Weren’t So Bad
— Chelsea
Although TXT kicked off May with the summer-appropriate single “Love Language,” it was their side quest filmed over a year ago that provided one of the best ongoing jokes of the month. The entire group had participated in the OST for Resident Playbook with the track “When the Day Comes,” long before the drama finally was able to air after a protracted doctor’s strike in South Korea. In the drama, Dr. Um Jae-il (Kang You-seok) is a former idol from the group Hi-Boyz, and “When the Day Comes” is the group’s fictional hit track. To truly capture his idol history, the producers created a wonderful homage to late second/early third gen K-pop box MVs that featured Kang, TXT’s Soobin and Yeonjun, and three other dance extras to complete the group. The MV is also a treat in that you can hear the rest of the TXT member’s voices clearly, but they’re being lip synced by whoever happens to be in the center, including Yeonjun and Soobin.
The nostalgia and cheesiness could have been enough to satisfy both Moa and fans of Resident Playbook, but they took it a step further by properly promoting the track on music shows. And, once again fitting with the throwback ridiculousness, Soobin and Yeonjun were given equally cringe stage names, D.I and Top Key, and roles and details worthy of a K-pop Profiles page. I love how much they attempted to commit to the bit on paper while also being genuinely confused about their own lore for the entire pre-performance interview. Yeonjun is the leader? Soobin is a rapper? It was all pure, familiar fun—including fan cams and fan chants—and Kang was a good sport participating in TikTok challenges like a true idol.
Aside from the silliness, the real-but-fake release triggered a new kind of nostalgia for me. As long as I’ve been into K-pop, I’ve always preferred dark and heavier concepts to poppy and bright. “When the Day Comes” is pure happy pop, the members wear all pink, and the set is a bright white—and I love it. It harkens back to simpler times, when a box MV was the norm and a track could be over three minutes of solid pop. Would it have made my playlist a decade ago? Not so sure. But in the current sea of trends, it was a breath of fresh air.
English (US) · 