BTS Completes Military Service: What Does Donald Trump’s Presidency Mean for Global K-Pop Stars?

As Donald Trump begins his second term, many speculate on its impact on global politics, particularly South Korea’s economy, which relies heavily on its booming cultural industries. Despite concerns over potential trade policies, K-pop remains undeterred, charging full steam ahead into the U.S. market.

With the U.S. being the largest global music marketplace, K-pop’s expansion shows no signs of slowing. According to the Korean Culture and Tourism Institute, international sales of K-pop-related goods and services have surged. Between 2018 and 2023, exports grew 4.5 times, while streaming revenue increased 2.7 times, demonstrating the genre's explosive growth.

K-pop artists have rewritten Billboard’s record books. BLACKPINK’s Rosé hit a historic milestone with APT., her collaboration with Bruno Mars, which reached #5 on the Billboard Hot 100, the highest-ever ranking for a K-pop female artist. Meanwhile, Stray Kids made history as the first artist in 69 years to debut six consecutive albums at #1 on the Billboard 200, cementing their dominance.

K-pop agencies are taking deliberate steps to localize and broaden their appeal in the American market. HYBE, the parent company of BTS’s label BigHit Music, launched KATSEYE, a global girl group in collaboration with Geffen Records. Similarly, JYP Entertainment debuted VCHA, a Korean-American girl group formed through the A2K project with Republic Records. SM Entertainment and Kakao Entertainment have also established a joint North American branch, aiming to strengthen their influence in the region.

2025 is shaping up to be a monumental year for K-pop tours in the U.S. BTS’s J-Hope will kick off his solo world tour, with stops in Los Angeles and Chicago. aespa will meet fans in cities including Orlando, Chicago, and Newark, while Stray Kids are planning their largest world tour yet, featuring performances in major American cities. SHINee’s Taemin will also embark on his solo world tour, with dates in Hawaii, New York, and Houston.

Despite geopolitical uncertainties, K-pop’s future in the U.S. remains bright. A report from the Korea Creative Content Agency highlights K-pop’s enduring appeal in North America, urging industry players to integrate seamlessly into American culture rather than relying solely on the “K” branding.

As BTS prepares to return as a full group after completing military service, the global buzz around K-pop is only expected to intensify. With Billboard records, ambitious world tours, and strategic U.S. expansion plans, K-pop is firmly positioned to maintain its influence on the global stage, proving that its appeal transcends borders and political changes.