K-Pop’s relationship with TikTok began with Zico’s ‘Any Song’ challenge. It was a bright, catchy track that skyrocketed to virality thanks to a simple yet engaging dance. When Zico performed it with MAMAMOO’s HwaSa and ChungHa, he unknowingly set the blueprint for the TikTokification of K-Pop. The challenge trended globally, and within days, ‘Any Song’ topped the Korean charts with a certified all-kill, proving the immense marketing potential of TikTok.
This formula was soon replicated across the industry. Even B-sides—tracks traditionally not promoted alongside title songs—found unprecedented success. Fans started creating dance trends and edits to promote their favorite non-title songs, leading to surprise hits like ENHYPEN’s ‘Polaroid Love’ and TREASURE’s ‘DARARI.’ These tracks, despite lacking official promotions, surpassed their albums’ title tracks on Spotify streams due to fan-driven TikTok trends.
However, TikTok’s impact wasn’t just about viral dances. It fundamentally changed how K-Pop artists marketed their music and engaged with fans. Therefore, it wasn’t long before labels caught on, and TikTok became an inseparable promotional tool for new releases.
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Impacts of TikTok on the K-Pop Genre
TikTok has progressed from a marketing tool to become an integral part of the K-Pop industry. At once, it serves as a streaming, fan-engagement, and entertainment platform. For instance, ‘Time Turner,’ a K-Pop girl group audition show aired e
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