On a lazy afternoon last Friday, about a hundred teenagers gathered around the amphitheatre in Dubai's Zabeel park and suddenly broke into a dance. But this was not just your usual flashmob: The teenagers, who had gathered from all over the UAE, were busting moves to South Korean pop music.
In case you didn't know, K-pop, as the phenomenon has popularly come to be known, is taking over the world. And it's come to the UAE.
"We had about 600 people sign up for the event but about 100 people turned up. Many of them couldn't make it because it was Eid," says Rawan Taman, one of the event's organisers.
Rawan, 17, originally from Egypt, says she used Facebook to gather support for the flashmob. "We made a YouTube video and uploaded it so people can learn the steps.
"We wanted to create awareness so that K-pop bands will show up in the UAE. They have done this in France, Peru and in the UK and the bands came to perform there."
Rawan and her friends are not too far off the mark. Later this week, event organiser Flash Entertainment is bringing two South Korean acts to the UAE. Pop star Seo In Young and girl band Nine Muses will perform in the capital tomorrow and on Thursday respectively as part of the Yasalam Beats on the Beach free concerts on the sidelines of the Abu Dhabi Grand Prix.
"K-pop is one of the biggest genres of music in Asia spawning TV shows, charts, record labels, events and festivals," says Shatha Al Rumaithi, a spokesperson for Flash Entertainment. "As part of the Korean culture wave, K-pop is fast spreading all around the world and catering to a fan base of millions, some of whom reside in the UAE.
"Beats on the Beach has always been about popular contemporary music, and so the introduction of K-pop made complete sense."
After taking over much of East Asia, South Korean music is now eyeing the European market. Earlier in June, flagship groups SHINee, Super Junior and Girls' Generation drew more than 14,000 screaming fans singing along to Korean-language numbers in Paris, according to SM Entertainment, South Korea's biggest music talent agency.
Bubblegum pop
Exports of music products surged from $6 million (Dh22.03 million) in 2002 to $31.3 million in 2009, much of the success driven by the internet.
Lured by the bubblegum pop stars, many of them in their early teens, fans here say K-pop stars are unique.
"They're different from the monotonous American pop music we are subjected to every day and everywhere," says 15-year-old Nirosha Sandamalie, originally from Sri Lanka.
"They have their own style and each person has his own unique personality."
Catherine Varte, 16, from India, who faithfully follows her favourite bands TVXQ, Big Bang and 21 on YouTube, says K-pop as a genre is "dance-y and futuristic".
"They're cool and fashionable and it's fun. I listen to them every day."
While many of the songs are titled in English, they are mostly sung in Korean, with random English phrases thrown in for effect.
"We go search for the lyrics and try to sing along. Some of them have subtitles in English. We also try to speak in Korean and I think we're getting better at it," says Saher Ejaz, 15, from Pakistan.
Sharjah resident Ireen Kabir, originally from Japan, says she hated K-pop when she first heard it.
"My friends forced me to watch a variety show called Hello Baby and I was hooked," she says. "I think K-pop artists teach you a lot of things. They are right beside you and they encourage you and cheer you up."
Both Ejaz and Kabir says they won't be able to attend the Abu Dhabi concerts because of the distance, and mostly because their parents wouldn't let them go alone.
"I really hope people do not think there are no fans here because a lot of us cannot make it to the concert because it's so far away. I wish it was in Dubai," says Ejaz, who lives in Ajman.
But Rawan says she hopes Friday's flashmob is noticed by the artists. Most of her friends and those who attended the event are fans of five-member boyband SHINee, she adds.
"We hope they get our message and come here to the UAE for a concert."
Ahead of their Abu Dhabi performances, Korean pop star Seo In Young and Sera from girl band Nine Muses speak about the K-pop wave taking over the world and what fans in the UAE can expect
Seo In Young
Originally a member of girl band Jewelry, Seo In Young broke out as a solo artist in 2007 with her single Elly is So Hot. She is now one of K-pop's rising stars, releasing one hit album after the other.
How do you explain the international success of K-pop?
It is very inspiring that K-pop is spreading out globally regardless of languages and nationalities. There have been a lot of changes in the industry since my debut 10 years [ago]. I believe cooperation with foreign experts and fast and systemic developments are the reason for its international success.
Is it difficult to perform for audiences that don't speak the language you sing in?
It is hard to estimate if the feelings I have translate to the audiences. On the other hand, however, I believe it is the attractiveness of the music and capability of the artist to transfer the feelings and emotions, regardless of the language.
Do you think Korean pop has longevity?
I believe Korean music is still developing and has become a culture which earns sympathy from all over the world, not limited to Korea. In that sense, I suppose there are going to be an increasing number of people who enjoy K-pop culture, like people enjoy American pop.
How different is Korean pop from other pop music?
K-pop is complex. Rather than saying K-pop is better than other, it has different feelings from other pop. I believe K-pop expresses the ups and downs of feelings, like dance music is strong and ballads are pathetically sad.
You've been voted one of the hottest bodies in the industry. How do you keep fit?
Thanks for mentioning "hottest body". I also go on a diet and go to gym like others, but sometimes I get tired of it. I think the most important way is to consider diet habits and keep drinking water regularly. Moreover, dancing makes me sweat a lot, which helps to keep the body fit.
Have you been to the UAE before? What are your impressions?
This will be my first time visiting the UAE. I think women wearing the hijab look so wonderful that I really want to buy one.
SeRa
Originally made up of nine ex-models, Nine Muses, with main vocalist Sera, released their first single No Playboy last year and followed it up immediately with an album. Having undergone a number of changes in their line-up, the band released their new single, Figaro, in August.
How many members are there now in Nine Muses?
We have seven members so far.
To what would you attribute the international success of K-pop?
I believe well-structured training programs for the singers, and also the support of a multinational fanbase.
What are the advantages and disadvantages of being in a group?
I think diversity and constant team support are the advantages, and scheduling and transportation are disadvantages.
Is it difficult to perform for audiences that don't speak the language you sing in?
[From] time to time, we get concerned the meaning of the words would not be understood. But we still hope to touch the audience's heart with a good performance.
How different is Korean pop from other pop music?
Korean pop is a very diverse music industry with artists in many different genres. They each have their own unique colour and strength, so fans can easily find an artist or a group they will fall in love with.
A lot of the original Nine Muses were models. Is this still the case?
Yes, currently, four of the seven members have modelling backgrounds.
What would you say if someone said Korean pop is more about the image and videos than the music?
While visual factors such as image and videos are a big part of the Korean pop culture, I believe the powerful performance through the combination of music and visual appeals sets Korean pop apart.
What can fans expect from your Abu Dhabi debut?
We would like to let people in Abu Dhabi know the existence of our group and hopefully gain some fans.
Have you been to the UAE before? What are your impressions?
Yes, the culture there is dream-like. We went shopping for abayas that everyone was wearing but couldn't find a cheaper one.
Anyway, we all fell in love with the culture, people and especially the food.
Don't miss it
Yasalam Beats on the Beach is on every day from tomorrow to Saturday from 7.25pm at the Abu Dhabi Corniche. Entry is free.
