The appeal of South Korea's popular music also known as K-pop, which has gone viral and rung up millions of dollars in revenue for the Korean entertainment industry, is unlikely to lose appeal any time soon as its fan base continues to build globally, experts say.
In the first half of this year alone, sales raked in by the country's top three entertainment agencies – SM Entertainment, YG Entertainment and JYP Entertainment – soared to a record high of 173 billion Korean won ($156 million).
In an industry where fame comes quickly and could fade just as rapidly, industry watchers say K-pop's distinctive fan base could keep its massive popularity going for a while.
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"One thing that is unique about K-pop, I think, is the very loyal fan base. They consume everything from physical media and CDs that perhaps no one else in this generation does. And spending is certainly there, we've seen evidence of that," Richard Lee, head of international strategy at South Korean entertainment agency CJ E&M, told CNBC Asia's "The Call."
According to a survey conducted by the Korean Culture and Information service in 2011, there are over 3 million K-pop fans worldwide, a number that has arguably grown since Psy's hit song 'Gangnam Style' took the world by storm last year.