Why are K-pop award ceremonies moving overseas?

Allure of overseas opportunities outweigh calls to return home

By KTimes

End-of-year K-pop award shows, long celebrated as festivals for artists and fans, are undergoing a notable shift as organizers seek to stand out in an increasingly saturated market with unique concepts and star-studded lineups.

A striking trend, however, is that many of these events are now being held abroad rather than in South Korea.

From TV network-sponsored music festivals to long-established award shows, the shift to overseas venues has become so prevalent that it is increasingly rare to see such ceremonies hosted domestically.

This trend has sparked discontent among local fans, who feel left behind despite being at the heart of K-pop’s global success. Many fans lament the logistical and financial burdens of traveling abroad — whether to Japan, Indonesia or Thailand — to attend these events, facing costs for airfare, accommodations and tickets.

Despite the criticism, numerous award shows this year have chosen to host their events overseas. Industry insiders point to financial incentives as a major reason.

One organizer said, “It ultimately comes down to money. Securing investment for hosting an event overseas can yield sums that are incomparable to what can be achieved domestically.”

These investments cover venue rental, artist fees, stage production and broadcasting rights. The larger the investment, the lower the financial burden on the organizers, and any surplus becomes profit.

Additionally, overseas shows often bring in significant revenue through paid voting and ticket sales, making the financial appeal of hosting abroad undeniable. Popular locations like Japan, Indonesia and Thailand are chosen for their high demand for K-pop.

With a strong local fan base, even large venues are likely to sell out, translating directly to revenue. Unlike Korea, where ticket prices are capped, overseas events often charge premium prices, with VIP seats ranging from 300,000 won ($250) to 400,000 won.

However, it’s not just about profits. Another industry insider highlighted logistical challenges in hosting such events domestically.

Korea has limited large-scale venues capable of accommodating K-pop’s massive audiences, and booking such venues is notoriously difficult.

“We understand the importance of hosting award shows in South Korea, and we actively consider it every year. But the logistical hurdles make it an uphill battle,” the insider said.

The shift reflects K-pop’s growing global presence, but also underscores the challenges of balancing international expansion with maintaining ties to its domestic roots. For now, the allure of overseas opportunities seems to outweigh the calls to return home.

This article from the Hankook Ilbo, a sister publication of The Korea Times, is translated by a generative AI and edited by The Korea Times.