The person who taught me: Kim Sung-min, a media culture researcher
Looking at Korean society over the past 20 years, we can see that traditional views on marriage and relationships have clearly changed. This has also influenced Korean music. In this article, we will talk about the changing views on love over the past 20 years and K-POP hit songs.
Between 2000 and 2010, the traditional view of marriage—getting married and having children in your 20s—began to crumble. More and more people were no longer fixated on the "cliched" male-led romance. Girls' Generation's "Gee," about a woman's desire to confess her feelings to the person she loves, perfectly reflected this era. Meanwhile, Brown Eyes' "Don't Go, Don't Go" sang of the heartbreaking feelings that arise within the traditional view of romance.
Since the 2010s, the idea that love without the premise of marriage is acceptable has become more widespread. Jeonggigo and Soyou's song "SOME," which depicts two people with an ambiguous relationship, may have become a hit based on this element. Zion.T's heartfelt, down-to-earth feelings about his family in "Yanghwa BRDG" are evident, and a change in the way people view family is seen.
Also, at the time, auditions were in full swing in the K-pop scene. Bhaskar Bhaskar, who took part in the 2011 "Superstar K3" competition and placed second, sang of pure love from a man's perspective in his song "Sakura Ending." Park Hyo-shin also had a huge hit with "Wild Flower," a song about a man's loneliness after a breakup. Both songs showcased men's unconventional views on love.
Idol groups' popularity spread overseas, Psy achieved a global hit with "Gangnam Style," and Samsung electronics products sold like hotcakes. These social contexts also influenced individuals to gain more self-confidence. In other words, the value of valuing one's own life over marriage or romance became widespread. This sentiment may even have an impact on singing voices.
Up until now, ballads have been characterized by a lot of vibrato and a viscous delivery. However, from this point on, a more subdued and light-hearted style of singing has become the norm. Also, as in BTS's "Boy With Luv," there are more lyrics that convey the importance of finding small happiness in everyday life, rather than big success. This way of thinking also influences people's views on love. Rather than uncertain futures like marriage and family, the present becomes the center of the relationship.
However, the world is an ambivalent place. The desire for contradictory things has led to a retro boom. And the pure feelings that were once sung about are now being embraced as something fresh. IU's "Night Letter" became popular because of its music video, which evokes a 70s vibe and depicts pure love.
Around 2020, gender conflict began to be addressed as a society-wide issue. We entered an era in which the modern concept of love was dismantled and reconstructed. Rather than singing about obvious love, songs like NewJeans' "Ditto" began to open up interpretations within specific worldviews. This also meant that artists began releasing songs aimed at their own fans, like TWICE's "Feel Special," which sings about loving oneself.
In developed Korean society, money can buy anything, but people must be wondering what true happiness is. In BIBI's "Bam Yang Gang," she sings, "All I want is a little chestnut yokan," and I think this song also depicts the love people seek in a certain society.
AKMU also seeks love in a different form in "How can I love the heartbreak, you are the one I love." Like the Japanese, Koreans continue to struggle with how to live with an uncertain future. Perhaps what they are searching for is expressed in their love songs.
