Did you ever think Gen Z would enjoy a challenge? Yet, they take on these challenges on their own initiative. Moreover, they spontaneously spread the word. It’s essentially them doing the core of digital marketing – viral marketing – all by themselves. Introducing the top 6 K-pop challenges that trended from 2023 into 2024. What opportunities do you see here for digital marketing?

1. TWS (투어스) “plot twist (첫 만남은 계획대로 되지 않아)” Challenge:
Could you devise a challenge similar to this for launching a new product? The rookie group debuted under HYBE LABELS is currently involved in the hottest dance challenge in Korea. Their recent win on a music program can largely be attributed to the impact of this dance challenge. It has become somewhat of a formula to launch a dance challenge with the release of a new song.

2. Kim Jong Kook(김종국) “Loveable(사랑스러워)” Challenge:
This dance challenge is somewhat unique because it’s not for a new song. It’s for a track from 2005, making it a song from 20 years ago. Yet, this song has been revived through the dance challenge, even gaining more popularity abroad than in Korea. Does this inspire any ideas for rejuvenating your old service or products?

3.Dynamicduo, Lee Young Ji (다이나믹듀오, 이영지) “Smoke(스모크)” Challenge:
This challenge is notably high in difficulty, targeting a specific audience that not everyone can easily follow. While many dance challenges are designed with simple movements to attract a broad audience, focusing on a specific target can also serve as a means of differentiation. Examine whether your product is targeted towards a specific customer base or intended for a more general audience.

4.(G)I-DLE ((여자)아이들) “Queendom(퀸카)” Challenge :
The girl group is particularly popular among children, with even elementary school students taking on this seemingly difficult challenge. Often, what appeals to children, like elementary students, taps into something instinctual. If you’re a marketer over 30, you might not understand this at all. I feel the same. However, there are things we must try to engage with regardless.

5.LE SSERAFIM (르세라핌) “Eve, Psyche & The Bluebeard’s wife(이프푸)” Challenge:
The title of the song is “Eve, Psyche & The Bluebeard’s Wife.” Can you memorize it? Among your products or services, there might be something that is difficult for customers to grasp at once. (Of course, it’s not ideal to design it that way from the start). This challenge is simply called the “Epuf Challenge.” Yes, it’s an acronym. Anyway, the song title has become ingrained in the customers’ minds. Your product can achieve this too.

6.BLACKPINK Jisoo(지수) “Flower(꽃)” Challenge:
Jisoo’s flower challenge is one of the easiest challenges, which is why a vast number of people have participated in it, including many celebrities and peers. Even members from potentially competing girl groups have taken part extensively. Nowadays, participating in dance challenges from other groups has become somewhat of a norm, akin to a form of collaboration. Customers are particularly enthusiastic about such unexpected collaborations, aren’t they? And did you know that Jisoo’s flower challenge was also widely participated in by cats and dogs? 🐶🌸

What insights have you gained from observing this dance challenge that has been popular from 2023 to the present in 2024? Customers will not actively participate if they feel exploited. They spread the word themselves when they believe they are the protagonists. This is the essence of virality. Of course, it won’t be easy to make your products and services cause a dance, but such challenges seem poised to continue in the digital world for some time.BBM