Le Sserafim and Their Peers Are Flipping the Script on US K-Pop Brand Deals

K-pop is having a moment in the U.S., and brands want to share the mic. Live touring revenue from the genre jumped 79% year over year in the first half of 2025, according to Billboard, with supergroups like Stray Kids and Ateez selling out American stadiums. K-pop artists also dominated the charts, claiming half of

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Published by adweek.com