The meaning of 'subculture' in South Korea's content market is evolving. Once primarily associated with specific gaming fandoms, the concept is now expanding across various content platforms and communities.
According to industry sources, domestic subculture is broadening from gaming to include animation, music, and live interactive content. The fan base is increasingly diverse, not limited by age, gender, or nationality. Analysts suggest that while maintaining a subcultural identity, fandoms and consumer bases are growing within each area.
This trend is particularly evident in the music market. The Japanese girl group Cutie Street has been expanding its fandom in South Korea by releasing a Korean version of their hit song 'Is It Not Enough to Be Cute?' in April and appearing on local music shows. Their performances have garnered over 13 million views on YouTube, and they are set to hold a solo concert in South Korea later this month following the release of additional Korean tracks.
The interactive cinematic game 'Seongsecheonhwa: The Birth of the Empress' is another example of the expansion of subculture in South Korea. This game, based on live actors and centered around court intrigue, has gained popularity among fans of Chinese dramas, particularly female players. The first installment, released in September 2025, received a 99% 'overwhelmingly positive' rating on the Korean Steam chart. Following the release of the second installment last month, an offline fan meeting was held with over 300 attendees, including the lead actors and local fans.
Industry experts believe that the growth of online communities and media platforms has significantly influenced the spread of subculture. Once viewed as a niche culture distinct from mainstream trends, subculture has rapidly gained traction as users with shared interests connect through platforms like YouTube and short-form content. Global streaming services like Netflix have increased access to animation, while YouTube and short-form platforms have become channels for music and gaming content to reach wider audiences.
However, experts caution that the expansion of the consumer base does not mean subculture is being absorbed into mainstream culture. Subculture consumers tend to view their favorite content not merely as a trend but as part of a 'taste community.' This desire for 'hidden' culture strengthens the bonds and purchasing power within subcultural fandoms.
Lee Eun-hee, a professor of consumer studies at Inha University, stated, 'There is a strong perception among subculture enthusiasts that they enjoy and know things that others do not. When content they enjoy becomes mainstream, they feel a sense of pride while simultaneously seeking out new, different experiences. The essence of subculture popularity lies in the pride associated with unique, non-mainstream tastes.'
* This article has been translated by AI.
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