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Billboard Korea

From making music to acting on screen, IU can seemingly do it all — and she commands unparalleled love and support from K-pop fans and the broader Korean music community. Her generation-spanning popularity was on display in 2024, when she dominated the charts. Her single, “Love Wins All,” climbed to the No. 1 spot on Melon’s TOP100 chart just an hour after its Jan. 24 release, becoming the second song to achieve this feat since the platform’s chart reform. The massively successful track led the weekly chart for four consecutive weeks, topped February’s monthly chart and on iChart achieved 339 perfect all-kills (the term describes when a song simultaneously tops iChart’s real-time, daily and weekly components).

The achievements helped propel IU to becoming Korea’s representative for Billboard’s Global No. 1 artist series. “It’s a bit humbling, a bit surreal, and honestly, it feels really special,” she says of the recognition.

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Her success extended to the road. Starting March 2, IU embarked on a 31-performance world tour that played shows in Japan, Europe and North America — and was attended by some half a million fans, a record for a Korean female solo artist. She followed four sold-out shows at Seoul’s KSPO Dome with a performance at Manila’s Philippine Arena, the world’s largest indoor venue, where she became the first Korean solo artist to headline.

On Sept. 21 and 22, IU held encore concerts at Seoul World Cup Stadium, becoming the first female artist to perform at the venue and drawing 107,000 attendees across two nights, which set the record for the largest concert engagement by a Korean solo artist and female artist in Korea.

What are the advantages and challenges of being a solo act in Korea’s music industry?

If I had to pick one challenge, it’s that there’s no one to share energy with onstage. Groups have distinct roles, which create a synergy that’s hard to replicate as a soloist. But on the flip side, I get to enjoy all the love and attention by myself. (Laughs.)

Many Korean artists are making waves on Billboard charts. In your opinion, what sets them apart?

There are countless strengths, but what stands out is how K-pop groups maintain their individuality while being deeply respected by their fans. As a K-pop listener myself, I see how each group’s unique identity is cherished and upheld, which makes them so special. Of course, the music is top-notch, but the visual elements and storytelling also define K-pop culture. For instance, the distinct characters and worlds that exist only onstage for groups are something I, as a soloist, sometimes envy. These unique traits captivate fans, offering an experience that engages the ears, eyes and heart. Ultimately, it’s this blend of individuality and fan support that makes Korean artists shine.

IU photographed for the Billboard Korea Global No. 1s Issue.

EDAM Entertainment

Do you have any plans to collaborate with global artists?

In the past, I received many amazing offers, but the idea of collaborating with artists who spoke different languages felt daunting. I turned down those opportunities then, but I don’t feel the same way anymore. Now, I’m much more open to the idea of working with global artists.

You’re known for having a strong bond with your fans. What do they mean to you?

Initially, most of my fans were older than me — big sisters, older brothers and even uncle fans. At the time, I was a young solo artist without a solid footing, so I often felt cared for and protected by them. As I entered my mid-20s, fans my age became the majority. They resonated with my lyrics and music as peers, and we built a mutual understanding and grew together. Now, I have many younger fans, and I find myself wanting to support, encourage and nurture them. I see UAENA [IU’s fandom] and myself as having a steady, balanced relationship where we constantly exchange the best of what we can offer each other.

Why do you think you have such cross-generational appeal?

Without meaning to downplay myself, I think I appear relatively ordinary and less distinctive in my looks and personality compared to other remarkable stars in Korea. This might make me seem more approachable and relatable. Plus, Korea is a country with a lot of warmth, and I believe the support I’ve received reflects appreciation for my consistent hard work. Still, it’s fascinating that even teens connect with me these days.

You’ve encountered fans all over the world. Are there any memorable moments from your performances abroad?

It’s hard to pick just one, but Auckland [New Zealand] comes to mind. Their unique way of cheering made the entire experience unforgettable. Another standout was Jakarta [Indonesia], where the audience sang along to every song from start to finish. That level of enthusiasm left a lasting impression on me.

You’re often credited for both your meticulousness and flexibility. How do you balance these seemingly contrasting traits?

I feel like I’m constantly at a crossroads. You could say I’m flexible, or, less flatteringly, that I’m good at justifying things. (Laughs.) I’m naturally stubborn and like to plan everything thoroughly, but I’ve learned that things rarely go perfectly. Over time, I’ve practiced being more adaptable, and in doing so, I’ve figured out how to protect my mental well-being.

Beyond music, you’ve made your mark as an actor. What’s in store for 2025?

The drama I filmed throughout 2023, When Life Gives You Tangerines, will premiere on Netflix in 2025. It’s a project filled with the cast and crew’s hard work, and I’m excited to promote it. I’ll also be filming a new drama with a completely different vibe — glamorous and fun. Although I’ll be focused on acting for most of 2025, I’ve already started working on new music, so fans won’t have to wait too long for something fresh.

In October, NewJeans starred in the first edition of Billboard Artist, a new series of collectible art books produced by Billboard Korea. The inaugural edition tells the girl group’s story through a visual lens, showcasing the members’ style and fashion while incorporating interview highlights as well. NewJeans was honored as Group of the Year at Billboard’s 2024 Women in Music awards show.Billboard Korea launched in August with a star-studded event in Seoul — the K-Power 100 — bringing together the leaders of all of South Korea’s major music companies and featuring performances by some of the region’s most exciting talent. Billboard Artist, an initiative led by Billboard Korea creative director Woo Lee, is available for purchase on Weverse and through various other retailers.
Below, Lee explains all about the new print series.
What is Billboard Artist?
Billboard Artist is a large-format, unbound visual art book designed for people to enjoy each page like a poster. This unique book showcases the inspiration and impact of musicians through photography, art, essays, and illustrations. Unlike traditional magazines, which have a limited life, Billboard Artist is a timeless collectible, featuring content in English and Korean. It is also available in select bookstores worldwide.
Why did you launch Billboard Artist? 
In a pre-smartphone era, magazine titles like Hero, Muse, and Icon portrayed stars as distant, untouchable figures. The world once craved stars who exuded perfection and mystique — think of David Bowie or Prince. But now, stars openly share details of their everyday lives — who they travel with, what books they read, the ideologies they hold — making them more relatable to the public. Musicians express their creativity across multiple realms beyond music, including fashion, visual arts, documentaries, and acting. Their multifaceted creativity serves as a major source of inspiration for all of us. We wanted to capture this in a tangible art book that showcases their diverse artistry and impact.
Describe the way you work with artists to create these books.
We choose an act and use their sound, history, personality and aesthetic as a source of inspiration, while also drawing from social issues, history, politics, humanities, science or mythology of significance to the artists. This might result in a fashion collaboration, an essay or poetry collaboration with a writer, a visual art collaboration with a digital artist, a beauty portrait with beauty and scent, or a short film produced with a videographer. All of this is developed freely and flexibly in conversations with the featured artists — their participation and creativity is key to the process.
Will Billboard Artist exclusively feature K-pop musicians because it’s produced by Billboard Korea?
No. Billboard Artist does not limit its scope by nationality, language, or territory. Billboard’s 130-year legacy of credibility and influence has always transcended borders. But there’s a reason why this project began with Billboard Korea. The Korean music industry prizes powerful storytelling, visual impact and fan engagement, and has a symbiotic relationship with the fashion and beauty sectors. That unique Korean perspective informs our vision.
Why was NewJeans chosen for the first edition?
The first question for us is always: “Who is the most talked-about musician right now?” We wanted to feature an artist who resonates in the present while evoking the past and inspiring thoughts of the future. NewJeans was the perfect choice because their music, fashion, and aesthetics blend ’80s nostalgia with a modern, forward-looking appeal. This 56-page art book captures the group’s charm, fusing elements of 1980s Italian youth culture, traditional Korean hanok houses, and the symbolism of birds in contemporary art into a poetic visual narrative.
How often will new editions of Billboard Artist be released?
Unlike a magazine, Billboard Artist doesn’t follow a fixed release schedule. When an artist is selected, there could be two editions in a month or just one in two months. For this year, a single edition will be released as a year-end treat, with more editions planned for 2025.
Where can people currently purchase the NewJeans edition?
Online pre-orders have closed, and we’re now in the second print run. Starting in mid-November, it will also be available at select bookstores. Updates will be posted on Billboard Korea’s Instagram.
A version of this story appears in the Oct. 26, 2024, issue of Billboard.

Billboard Korea’s CEO Yuna Kim spoke with Billboard Japan for its Women in Music interview series featuring trailblazing female players in the country’s music industry. Billboard Japan launched its WIM initiative in 2022 in the same spirit as the established example of Billboard’s event that began in 2007, honoring artists, producers and executives who have made significant contributions to the music industry and empowered women through their work, the highest accolade being Woman of the Year.

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Kim is the CEO of Billboard Korea, which joined Billboard’s international editions in June 2024. Reflecting on her career and the Global Women Leader Forum she launched in 2022 to empower Korean businesswomen, Kim spoke candidly about the challenges and issues surrounding female artists in Korea and the need for independent female leaders.

We’d love to hear about how you started your career and became the CEO of Billboard Korea.

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I started my own business in Shanghai 15 years ago. I had an entertainment company called GMI Entertainment and brought many K-pop stars, Korean actors, and celebrities to China to make TV programs, dramas and movies. I then moved to South Korea in 2016 and joined a big company Shinsegae Group, where I was head of global marketing. I then signed a licensing agreement with Penske Media Corporation, which owns WWD in the U.S., to launch WWD Korea in 2019 and then Billboard Korea this year.

Not only have you worked in the music industry, you have worked in different areas in the entertainment space.

Yes, exactly. In Shanghai, I had my TV program at Anhui TV, a major broadcasting company. I also launched my social media channels on Douyin, and Xiaohongshu, called Meet The Idol when I was there. So, I have a good understanding of the media and the entertainment business.

You are now the CEO of Billboard Korea. Do many women hold executive roles in Korea?

It is gradually increasing, but still low. In the Korean music industry, the proportion of female executives is only 6%. As you know, South Korea is a very conservative country.

Yes, Japan is the same way.

So, like women in Japan, it is tough to become an entrepreneur in South Korea. This is why in 2022, I invited global women leaders from the U.S. and organized the Global Women Leader Forum in South Korea. I wanted to teach the women leaders in Korea, about what it means to be a female leader. And to do this, we thought we needed to learn from other countries. We invited Maye Musk to speak at the forum because we wanted to focus more on independent women. She is well known as a single mother, having raised three children, including Elon Musk. She is very independent and has many beautiful stories to tell, and we hope to have a second forum by the spring of 2025.

Did you see any changes since holding the Global Women Leaders Forum?

Before organizing the forum, many of my friends told me, “Korea is a very conservative country, so many women leaders wouldn’t want to participate. So there is no point in doing it.” As you know, it’s a very sensitive topic. Many women in Korea feel they are not capable of holding executive positions, such as a CEO. They feel that they should give up because many women think they need to fight against men for these positions. But my view is different. Women have their unique strengths and personalities. Instead of fighting against men, they should be able to utilize their unique styles and strengths.

Approximately 300 women leaders attended the forum, which changed their thinking dramatically. Even older women leaders said that women leaders are necessary, not just for women, but for the company. Since then, other media outlets have started similar campaigns for female leadership. At Billboard Korea, we would also like to launch initiatives to empower female leaders and entrepreneurs in the music industry.

It’s a great initiative. Japan is gradually changing from an era in which women were expected to work in the same way as men, or even more than men, to an era in which men and women support each other both at work and at home. Since it takes time to change people’s values, it’s a gradual change, yet I believe entertainment can play a major role in this process.

Let’s talk about the challenges surrounding female artists. When you look at the year-end charts in the U.S. and Japan, men continue to outnumber women. When we spoke to Billboard‘s editorial director Hannah Karp for this interview series, she said there are still issues that need to be resolved, such as safety for women in recording studios and sexual harassment. What problems do you see in South Korea?

There is harassment in South Korea as well. Many men don’t want to get involved in such issues, so it doesn’t get covered in the news, especially in the older media. I feel it’s a major problem when voices of female artists and creators are not heard. There are also issues surrounding the way women look. We are all under huge pressure to be slim and pretty or expected to look like dolls, not human beings. So young K-pop celebrities invest heavily in their faces and bodies, trying to be younger and more beautiful. This is an issue in the Korean entertainment industry.

Everyone’s appearance changes as they grow older. Do K-pop fans continue to support their favorite artists as they age gracefully or do they move on and support younger artists?

I think it is 50-50 among K-pop fans. BTS fans continue to support them even after they have gone to military service, and they seem to enjoy the fact that they are growing with age. However, the same cannot be said for girl groups. I feel there is a lot more demand for female artists to be younger.

What can we do as a media outlet to support female artists and ensure that they can continue to perform and make music for a long time?

For this reason, I would like to focus more on independent women and female leaders. If we understand and empathize with our idols, not only with their appearance but also with their thoughts and philosophy, we will want to continue supporting them no matter how old they are. As a media outlet, we can listen to the voices of the fans and the artists, right? By helping artists and fans to build a relationship, artists can continue to grow.

The most popular Korean acts in Japan are male and female groups. Are there any female solo artists outside of the mainstream who have enjoyed long careers in Korea?

That is a good question. As you say, there are artists from various genres in South Korea, but only girl and boy groups have had global hits. The reason being, it is more difficult for solo artists to gain a dedicated fandom compared to groups. Therefore, many agencies produce groups. There are many talented female solo artists in Korea, and Billboard Korea wants to introduce all genres to the world, such as K-R&B, jazz, classical, hip-hop and trot.

We also want to introduce artists of different genders and genres to the world. I believe this can change the world view of the Japanese and Korean music scene.

Billboard is launching its media all around the world. We have different cultures and ways of thinking, but women should be independent in every country. We want to think about what needs to be done in each country to support women and implement it.

This interview by Naoko Takashima first appeared on Billboard Japan.

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