Analysisworld buildingk popcross media ipbranding
K-pop Lore Transforms Into Strategic Production Framework
4.7
Relevance Score
K-pop labels and groups have shifted since the 2010s from isolated comeback concepts to systematic fictional universes that increasingly function as cross-media intellectual properties. The article traces examples — EXO’s 2012 superpower mythology, BTS’s 2015–18 emotional universe, and later projects from ENHYPEN and aespa tied to webtoons and anime — and notes NewJeans’ August 2022 debut as signaling a music-forward recalibration.
