K-pop Still ‘Not Fully Understood’ in the U.S., Says J.Y. Park

K-pop is still on its journey to becoming a mainstream genre in the U.S., according to singer and producer Park Jin-young (J.Y. Park).

Speaking at a press conference for the 2024 MAMA Awards in Los Angeles, Park emphasized the importance of continuing efforts to promote K-pop to the general public in the U.S. “K-pop is spreading in the U.S., but it hasn’t yet reached the mainstream,” he said, stressing the need for events like the MAMA Awards to help bridge that gap.

The 2024 MAMA Awards marks a historic occasion as the first-ever K-pop awards show to be held in the U.S. at the iconic Dolby Theatre, marking a significant milestone in the genre’s international expansion.

Park, who is celebrating his 30th anniversary in the music industry this year, will also perform a special collaborative act with Grammy-winning artist Anderson .Paak at the event.

Reflecting on the early struggles to break into the U.S. market, Park recalled the days when it seemed impossible for Korean culture to gain global recognition. “At the time, there was only a small chance of success, but I met many people with seemingly impossible dreams of spreading Korean culture globally,” he said.

Highlighting the success of Korean culture, he mentioned the Oscar-winning Parasite and the Billboard-charting artists from JYP Entertainment as proof that those early dreams had become reality.

Park also noted the significance of the MAMA Awards’ debut in the U.S., calling it a “complex, challenging and bold undertaking” that could help K-pop make greater inroads with the American public.

He emphasized that many Americans still don’t fully understand K-pop’s global appeal, with the ultimate goal being to expand the genre’s audience beyond its core fans to include more mainstream listeners.

CJ ENM’s Park Chan-wook, head of the Convention Business Division, expressed similar pride in the event’s significance, noting that the Dolby Theatre, home to the Academy Awards, was a fitting venue for this historic event.

“By being the first-ever K-pop awards show to enter the U.S., the world’s largest music market, we’re writing a new chapter in the 25-year history of MAMA,” he said.