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.