How K-pop dances its way to stardom through short-form sensations

K-pop’s short-form dance craze conquers social media

By Pyo Kyung-min

Even those who aren’t tuned into the latest online trends have likely come across creators dancing to catchy tunes while scrolling through social media.

These clips, often dubbed “challenges,” have taken the internet by storm in recent years, fueled by the explosive popularity of short-form platforms like TikTok, Instagram Reels and YouTube Shorts.

While the word traditionally carries a different meaning, a “challenge” in the online world refers to bite-sized videos, typically under a minute long, where participants take on eye-catching tasks or perform dance moves to trending songs, hoping to go viral.

In Korea, leading the charge in this trend are none other than K-pop idols, whose mastery of singing and dancing makes them natural stars in the short-form video arena. Their sleek, perfectly timed dance clips — set to the highlights of their songs — have become nearly inescapable for anyone online.

Take, for example, the revival of boy band EXO’s 2013 ballad “The First Snow” through a challenge that swept across social media in the winter of 2023. Or consider the popularity of the “Shanghai Romance” challenge, based on the iconic trio Orange Caramel’s 2012 hit, which continues to inspire new performances by idols.

While these viral moments have not only engaged fans but also brought new life to older tracks, an entertainment industry insider told The Korea Times that these videos often stem from the idols’ own initiative. While some may be company-driven, many are sparked by the idols themselves, drawn to trends they stumble upon online.

“There surely are videos the company asks them to make, but more often, they create content because they genuinely enjoy it,” the insider said on condition of anonymity.

“Lately, it’s not unusual for idols to spot a trend on social media, film something fun with their bandmates and then get it approved for upload by the content team.”

Images captured from SEVENTEEN’s unit group BSS’ social media channels show the trio, alongside different content creators filming short-form videos for the group’s February 2023 single, “Fighting.” Courtesy of Pledis Entertainment

Marketing moves

The K-pop industry’s love affair with short-form content isn’t just about trends — it’s also a strategic move to promote new songs. Every time a K-pop track drops, it’s almost guaranteed to be accompanied by a challenge featuring simplified or shortened choreography.

With their ability to reach vast audiences at minimal cost, short-form videos have cemented themselves as the ideal marketing tool. According to reports, major entertainment agencies have even employed dedicated teams to produce these challenges.

Pop music critic Kim Do-heon noted in the Korea Creative Content Agency’s (KOCCA) publication, KOCCA Broadcasting Trends, that the quick, attention-grabbing nature of short-form videos aligns perfectly with K-pop’s polished performances.

“For top-tier artists, metrics like views, comments and likes are vital for maintaining their status,” Kim wrote. “Meanwhile, for mid-tier agencies or indie artists, short-form platforms offer an effective space to showcase their music. In today’s K-pop scene, leaving social media feeds empty is no longer an option.”

Kim also highlighted the high stakes of this marketing strategy.

“Success in short-form content can yield unexpectedly sweet rewards … Artists are now increasingly compelled to participate in meticulously planned marketing campaigns tailored for these platforms.”

The integration of short-form videos into K-pop’s promotional playbook can be traced back to 2020, when rapper Zico’s “Any Song” challenge took the internet by storm. The viral hit featured Zico and fellow artists performing simple, rhythmic moves to the track’s hip-hop beat, inspiring countless fans worldwide to join in.

The phenomenon also reached new heights with Fifty Fifty’s 2023 single “Cupid.” The track’s minimal melody and straightforward choreography sparked a wave of short-form videos, propelling the song beyond Korea to global music markets.

As a result, “Cupid” achieved a remarkable 16-week run on the Billboard Hot 100, peaking at No. 24, a testament to the synergy between short-form content and global music trends.

Seo Eve performs in the official music video of her viral single, “Malatanghulu.” Image captured from YouTube

TikTok music?

K-pop’s shift toward short-form content has also influenced the musical style of its latest hits. Many singles released by idol groups now run under two minutes, with repetitive and catchy hooks designed to stick in listeners’ minds.

For instance, girl group ILLIT’s 2024 debut track “Magnetic” gained significant traction on short-form platforms, thanks to its addictive chorus and brief 2-minute, 40-second runtime. The group’s follow-up song, “Tick-Tack,” from its “I’ll Like You” album, followed a similar formula and found equal success.

This trend has even given rise to a new wave of performers — creators who specialize in short-form content and also produce music.

Among them is 12-year-old content creator Seo Eve, who skyrocketed to fame with her April 2024 release, “Malatanghulu.” The song’s infectious melody and Seo’s self-choreographed dance moves struck a chord with younger audiences, making her an online sensation.

Content creator-singer Seo Eve / Courtesy of Pangstar Entertainment

In an interview at The Korea Times headquarters, Jan. 15, Seo shared her surprise at the overwhelming response to her breakout hit.

“I didn’t expect ‘Malatanghulu’ to be loved this much,” she said. “Four days after releasing it, my popularity exploded, and I couldn’t believe it. My TikTok followers jumped from about 1,000 to 2,000 initially, but then they grew by 20,000 a day, reaching 520,000. It was an unbelievable experience.”

Seo capitalized on the success of “Malatanghulu” by releasing other challenge-friendly tracks, including “KungKungDda” in July 2024 and “They Never Know” earlier this January.

She believes her music resonates because it connects with younger listeners on a personal level.

“I think my songs became popular because kids found the lyrics fun and relatable,” she said. “I also made the dances easy to follow, which probably helped spread them.”

Seo added, “Kids these days love funny and quirky concepts, and I enjoy coming up with cute, silly ideas. They also prefer watching short-form content on TikTok or YouTube Shorts — it’s quick, fun and perfect for when you’re feeling down. I like that too.”

While the popularity of short-form content has fueled concerns that K-pop’s musical depth may suffer, industry experts say the shift is inevitable.

“Even if current industry professionals don’t fully understand these trends, they need to keep an open mind and learn,” pop culture critic Park Song-a told a local media outlet. “To connect with the next generation of music consumers, there’s no other choice.”