K-pop goes 'Into the New World' of rallies

By Pyo Kyung-min

As protests demanding the impeachment of President Yoon Suk Yeol intensify across the country, K-pop has become a new centerpiece at rally sites, transforming the traditional demonstration atmosphere with infectious rhythms and resonant themes.

In recent candlelight protests near the National Assembly in Yeouido, Seoul, classic protest songs, long tied to Korea's activist history, have now given way to K-pop hits, as a growing number of younger participants have helped reshape the protests' soundtrack.

A prime example is "Into the New World," K-pop act Girls' Generation's debut track from 2007.

According to Melon, one of Korea's main music streaming platforms, the number of listeners for "Into the New World" surged 23 percent in the week following the failed Dec. 3 martial law declaration, compared to the previous week.

While the track may seem new to the political scene, it previously made headlines as a rally anthem during the 2016 Ewha Womans University protests. Students sang the song while demanding the resignation of then-President Choi Kyung-hee over her plans to establish the Light Up Your Future in Ewha (LiFE) College, with their rendition of "Into the New World" going viral on social media.

According to experts, the song's appeal in the political field lies in its empowering lyrics, which describe overcoming the fear of stepping into the unknown. Lyrics, which roughly translate to "I love you, just as this feeling is / the end of the wandering we dreamed of / goodbye to the sadness that repeats in this world" have struck a chord with demonstrators.

"The song stands out for addressing universal struggles and the determination to move forward without losing hope," pop culture critic Kim Hern-sik wrote. "It softens the intense atmosphere of protests, expands empathy and strengthens solidarity. It elevates protests beyond physical demonstrations, creating a cultural expression of shared understanding."

Other K-pop tracks, mostly with catchy hooks — including BLACKPINK member Rose's "APT.," aespa's hit "Whiplash" and SHINee's "Ring Ding Dong" — have also found their way into protest playlists, dominating recent rallies.

Experts have pointed to several factors behind the integration of K-pop into Korea's protest culture, including the depoliticization of university student councils since the 2000s, the growing participation of women in their 20s and 30s in politics and the involvement of older generations from past activist movements. K-pop, they say, serves as a cultural bridge connecting these diverse groups.

"As songs like 'Into the New World' resonate at protest sites, they gain more streams from different people discovering them through YouTube and TikTok," a music industry insider said, highlighting K-pop's relevance in politics.

"K-pop lyrics have long been adapted into campaign jingles during election seasons, but their presence at protests marks a significant cultural shift."

With young rally-goers waving K-pop light sticks instead of traditional candles and chanting along K-pop songs, the protests take on an atmosphere reminiscent of K-pop concerts, but with a clear political message.

However, this cultural exchange is not one-sided. As middle-aged and older participants at the rallies show interest in K-pop songs and culture, learning lyrics from popular tracks like "Into the New World," efforts are also underway to introduce the younger generation to traditional protest anthems that played a pivotal role in Korea's democratic movements from the 1970s to the 1990s.

As an attempt to bridge the generational gap in activism, a user on X, formerly Twitter, shared the lyrics of 10 grassroots activist songs for the pro-impeachment rallies, including "March for the Beloved," "Morning Dew" and "Like a Rock." The user noted that singing together at rallies transforms individual voices into a collective message of strength and unity and compiled the lyrics as a gesture of solidarity.