By Cameron Lee
October 11, 2025
Since 2018, global streams of K-pop on Spotify have surged by more than 362%, and 182% in the U.S., according to a Korea Times report from late 2024. That growth has only intensified with the recent success of K-pop Demon Hunters, the animated blockbuster that recently became Netflix’s most-watched film of all time.
In Charlotte, the craze hit new heights after the announcement that TWICE, one of the world’s biggest girl groups, will perform at Spectrum Center in March 2026. This marks the third major K-pop act to visit the Queen City — and the first since Aespa’s performance earlier this year, which followed TXT (Tomorrow X Together) in 2023, the first Korean boy band to headline Lollapalooza.
The Charlotte K-pop Scene is Growing
For Nhan Nguyen, who moved from Boston to Charlotte to open Oh Seoul Happy with his girlfriend Stacy Naovarath in April 2023, the local K-pop wave couldn’t have come at a better time.
“We’re getting a lot of new fans because of the movie K-pop Demon Hunters,” said Naovarath, a Charlotte native. “Recently, a lot of people have been coming in asking, ‘Oh, do you have merch?’ or, ‘I’m starting to get into K-pop — who should I listen to?’”
Nguyen opened the East Charlotte shop to save fans the trip to Atlanta for albums and collectibles. Now, he’s seeing firsthand how demand has risen.
“A lot of people ask, ‘What do you recommend? What group should I get into — boy group or girl group?’” Nguyen explained.
Why K-pop Captures Global Demand
K-pop’s appeal extends far beyond catchy hooks and flashy dance performances. The genre blends musical influences from American pop, hip-hop, R&B, EDM, Latin, and Afrobeat, while artists often train for years in vocals, dance, acting, and media before debuting.
“Even when they’re not performing, they are performing,” said Meghan “Taiga” Lewis, a fan and admin for the community hub NC K-pop Hive. They have vlogs, they have their own channels, they’re on reality shows, they’re on TV shows.”
K-pop artists function like multimedia franchises — with every album rollout including cinematic videos, intricate choreography, and collectible packaging.
“Our highest-selling products are physical K-pop albums,” said Nguyen. “They’re like Pokémon or sports cards for music fans — each one comes with photo books, posters, and random photocards, so every album feels like opening a mystery pack.”
Each release tells a story — from concept photos to stage design — turning albums into full-blown events and fans into collectors.
“I think that’s also really attractive to a lot of people… more of that relationship and understanding of the human behind who’s making the music that you enjoy,” said Lewis.
TWICE and Charlotte’s Rise as a K-pop City
The arrival of TWICE signals a new era for Charlotte’s growing K-pop community. Since 2023, the city has hosted emerging acts like VVS, Kang Daniel, 82Major, and Vanner, with fans traveling from across the region to attend.
“This year has been absolutely massive because so many underground groups and artists have actually come to Charlotte,” said Nguyen.
With TXT, Aespa, and now TWICE performing at Spectrum Center, Nguyen, Naovarath, and Lewis hope the city will soon attract megastars like BTS or Blackpink to venues like Bank of America Stadium.
While North Carolina’s Korean population remains relatively small, K-pop’s economic impact and Korea’s cultural footprint continue to grow. Global tours by groups like Stray Kids and Seventeen are selling out arenas and stadiums, rivaling acts such as Coldplay and Shakira — and even outperforming tours from Bruno Mars, Paul McCartney, Usher, and The Eagles.
Building a Community
Many K-pop fans in North Carolina aren’t even Asian, reflecting the genre’s universal appeal. Lewis, a Wisconsin native who moved to the state in 2022, discovered a welcoming community through NC K-pop Hive — a volunteer-run hub that connects K-pop fans across North Carolina. Founded in 2024 by Mooresville native Emily Heath, the organization promotes local concerts, artists, vendors, creators, and events.
“We wanted to create a space that makes the community more accessible,” said Lewis. “A hub for fans who want to learn more about K-pop in North Carolina — concerts, vendors, dance groups, everything.”
NC K-pop Hive curates concert calendars, resourceful “know-before-you-go” guides, and event listings, while also promoting local shops and restaurants.
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As for Nguyen and Naovarath, they’re determined to help Charlotte become a true K-pop destination.
“We’re just trying to build a community and show Korean entertainment companies that Charlotte belongs on the map too,” Nguyen said. “It’s not just Atlanta, New York, or California.”
With TWICE’s upcoming concert at Spectrum Center, that goal feels closer than ever. While K-pop consumption in its home country may be declining due to oversaturation, North Carolina’s K-pop moment could just be beginning.
TWICE brings their world tour to Charlotte on March 31, 2026 at Spectrum Center. Follow Oh Seoul Happy and NC K-pop Hive on Instagram for updates on albums, collectibles, concerts, and K-pop-themed events in North Carolina.
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