Rethinking the “K” of K-pop: How non-Korean K-pop groups negotiate identity between the Korean market and globalized industry

K-pop's globalization has introduced non-Korean idol groups, raising questions about identity negotiation. This study examines Blackswan and EXP Edition , analyzing how they navigate cultural boundaries and industry expectations. Negotiating with Korean audiences demands linguistic proficiency, adherence to the trainee system, and alignment with Neo-Confucian ethics, while global engagement requires flexible language-switching, global pop aesthetics, and character reinvention. While these groups may expand K-pop's reach, they can also reinforce racial and cultural hierarchies. Their negotiation remains constrained by identity discipline and nationalist ideology. This study highlights the complexities of identity negotiation in local and global K-pop. Meanwhile, it offers a conceptual framework for understanding cultural hybridity in K-pop that integrates macro-level policy, meso-level transnational cultural flows, and micro-level fan participation.