Commentary: As South Korean artistes clinch prestigious US awards, what’s subsequent for Hallyu? | USAEMALL.com

WHEN COMPETITION TURNS INTO COLLABORATION

With all this in view, the partnership behind Maybe Happy Ending seems like the next natural step. Park and Aronson stated that Maybe Happy Ending was developed as both a South Korean and US production concurrently from the very beginning.

Perhaps this is where Hallyu is going next – not just a visitor carving out its own space in Western arts and culture, but a full-fledged collaborator.

This may have started out with South Korea studios and labels training and developing more Westernised idols for mass market appeal, but the trend has taken on a life of its own.

For instance, Blackpink could be classed as one such K-pop group, with three out of four members already fluent in English before being recruited into the group. But now, all three are becoming “Western” artistes in a completely different way.

In recent months, Lisa appeared in the latest season of popular TV series The White Lotus, Jennie performed as a solo artiste at Coachella, and Rose saw monumental success with her viral English-language hit Apt (a collaboration with US singer Bruno Mars).

They’re not just K-pop idols singing their discography in English – a strategy that failed for the Wonder Girls when they attempted to enter the US market 15 years ago.

Their creative offerings are fundamentally more rooted in Western sensibilities. A colleague recently noted that whenever Jennie’s songs come up on the radio, she can’t distinguish between her music and that of other Western pop stars.

Of course, there are dangers to an overwhelming cultural hegemony. South Korean artistes shouldn’t be pressured to start creating “Western art” to survive or find success, and vice versa for Western artistes.

However, the opening up of new avenues for cross-cultural collaboration is exciting in its own right, especially when it produces gems such as Maybe Happy Ending. Perhaps the real danger in this day and age is attempting to identify anything as purely American or South Korean.

Melissa Lee is Deputy Editor at CNA TODAY.