Global K-pop popularity wanes in digital music charts, but its physical sales continue to support the genre, according to Luminate Midyear Report.
In the first half of 2025, K-pop continued to make its mark on the global music scene, with a unique pattern emerging in its sales performance. While digital growth plateaued, particularly in key markets like the US, physical sales remained robust and driven by fan engagement and community strength.
According to the Luminate Midyear Music Report, K-pop solidified its global commercial and cultural influence, primarily through physical sales. For example, in the US, K-pop's representation on the Top 10 CD Albums chart was among the strongest across all international genres. South Korea ranked fourth in Luminate's Export Power Rankings, following the US, UK, and Canada, underscoring K-pop's ongoing soft power in the international music market.
In terms of key markets for K-pop imports, Asia remains dominant, with Taiwan, Japan, and Singapore identified as the strongest consumer bases for imported K-pop. Meanwhile, demand in the US remains firm but more specialized, reflected also by growth in Korean-related retail platforms like Olive Young's global online platform, which saw record sales and a 70% year-on-year increase in H1 2025, driven over 40% by US consumers. This suggests broadened Korean cultural consumption beyond music into beauty and lifestyle markets there, supported by strengthened logistics between Korea and the US.
Regarding artists and releases reflecting these trends, solo acts such as BLACKPINK's Rosé gained significant traction through streaming and chart longevity with the song "APT.," marking a shift from group to solo artist influence on K-pop's global reach. Newer groups like H1-KEY also showed strong international chart impact with their summer comeback "It Was Summer," charting not only domestically but also in markets including New Zealand, Canada, Turkey, Hong Kong, and Japan, signaling expanding geographical fanbases and digital engagement in diverse global markets.
Notable performances in physical sales include Enhypen's sixth EP "Desire: Unleash," which reached 145,000 units within just one month of its June release, and Le Sserafim's fifth EP "Hot," which marked a rare achievement for a girl group by entering the US Top 10 CD Albums list at No. 9 with 73,000 physical copies sold. Ateez landed in fourth with its 12th EP "Golden Hour: Part. 3," which moved 116,000 units. It is worth noting that Le Sserafim is the only female K-pop act to enter the US Top 10 CD Albums list during this period.
Fanbase engagement and tech affinity are key factors in the global success of K-pop. The genre's strong community-driven physical sales, combined with its growing digital presence, underscore K-pop's ongoing impact and potential for continued growth in the global music market.
The unique pattern in K-pop's sales performance extends beyond music, as Korean-related retail platforms, like Olive Young's global online platform, experience significant growth in the first half of 2025, driven largely by US consumers. In terms of physical sales, Le Sserafim, a female K-pop act, achieved a rare feat by entering the US Top 10 CD Albums list with their EP "Hot."
