In the traditionally strict K-pop industry, K-pop idols have limited freedom of speech. But now, they are becoming more vocal about their identities and opinions as the power shifts in their favor, according to the Korea Herald.
K-pop industry insiders say the influence of social media and its role in global K-pop marketing has given idols the confidence to share their personalities, interests, bold fashion choices and views on social issues.
Jiae - a former member of the girl group Wassup - recently surprised everyone when she posted a photo of herself and her girlfriend on social media. Jiae revealed that she is bisexual in 2021. Given the still-prejudiced nature of the Korean entertainment industry, her openness about her sexual orientation is a breakthrough.
Last September, Lisa (Blackpink) caused a heated debate with her performance at the Crazy Horse bar in Paris.
As a member of Blackpink, one of the most successful K-pop groups in history, Lisa became the first idol to perform at this famous striptease venue.
Many fans felt that Lisa's decision to perform at Crazy Horse clashed with the traditional wholesome image expected of idols.
Her move marks a shift in the way K-pop idols express their own image, and challenges the industry's usual restrictions on stars.
"The traditional rules for K-pop idols are being broken," says pop critic Cha Woo Jin. "Just look at Rose's latest single APT., where she drinks alcohol and kisses Bruno Mars on the cheek in the music video. We've barely seen a male co-star in a girl group music video before, let alone a kiss."
Music critic Lim Hee Yun points out that this change is due to the approach and expression of Generation Z. He says: “The communication style among young idols has evolved. Collective action and top-down directives used to be the norm, but now, individual freedom is more emphasized.”
Seungkwan of boy band Seventeen made waves last month when he spoke out against HYBE's internal documents, which contained derogatory comments about multiple K-pop idols.
Seungkwan expressed, "We are not people who work so smoothly that we can be easily judged... I hope people do not look down on idols... We are not your property. I hope you do not think that you can use us and enjoy us as you please."
Although Seungkwan did not mention HYBE by name, fans understood that his criticism was aimed at this Kpop "giant".
Or Jungkook's support for NewJeans in the context of this girl group's conflict with HYBE Group shows that idols with solid careers are not easily controlled.
An entertainment company employee attributed the change in the power of K-pop idols to social media: "Artists now have many ways to communicate directly with their audiences. Especially for big stars, it is difficult for management companies to restrict their freedom of speech."
