K-Pop summer: How the UK is (finally) embracing Korean pop
Today, Clare is the marketing and social media manager for K-Stars, the UK's first and biggest shop devoted to Korean pop music.
Based in Manchester, it started as a small business in Manchester's Affleck's Palace in 2019.
"You'd order things by PayPal, and then the CEO would pack them up by himself and ship everything out," Clare recalls.
Now it's a two-storey emporium, based on Deansgate, with a staff of more than 20 dedicated K-Pop enthusiasts.
It's a sign of how the genre has exploded in the UK, even though radio and television has largely shunned all but the biggest acts, like BTS, aespa and Blackpink.
"It's still kind of a niche - but it's not a small niche," says Clare. "In my head I'm the only Itzy fan, but when I went to see them in concert, it was sold out.
"I was like, 'Wow, where have all you people been hiding?'"
In fact, the UK is now among the top 10 countries that follow K-Pop on Spotify, with the boyband Ateez placing two records in the top five of the UK album charts last year.
This summer, Blackpink will play two nights at Wembley Stadium, with Stray Kids pulling off the same feat in Tottenham.
Meanwhile, Twickenham Stadium will say "anyong haseyo" to one of K-pop's longest-running festivals.
Established in 2008, the SM Town Live festival is a showcase for artists signed to the SM Entertainment Label, one of the industry's key players.
To celebrate the company’s 30th anniversary, they're transplanting the event from Seoul to Middlesex.
"It's essentially a multi-day festival all in one, because you've got so many artists all at the same venue, jam packed into the space of three or four hours," says Reese Carter, of boyband Dear Alice, who'll be among the performers in Twickenham.
"It's non-stop. You've got to prep yourself, because you'll definitely want to dance."
"It's very down to earth but it goes straight to your heart," adds Ten from K-Pop group WayV.
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