K-pop goes to the street as 'comebacks' evolve

In an industry dominated by TikTok, YouTube shorts and algorithm-driven promotion, K-pop agencies are increasingly turning to an older marketing strategy: surprise street performances.

From idol groups to soloists, more artists have been holding surprise street performances at shopping malls, public squares and riverside parks ahead of album releases, using intimate live performances not only to connect with fans, but also to generate online buzz that extends far beyond the audience gathered at ...