With global megastar performers and legions of devoted fans the world over, K-pop is a genre that is experiencing a rapid increase in popularity that extends far outside of its South Korean origins. One country that has developed a particular affinity with the genre is Saudi Arabia, with the Kingdom welcoming several high-profile acts including the likes of BTS and BLACKPINK, and even hosting conventions and festivals devoted entirely to K-pop culture.
Experiential agency sweetwater KSA has been the driving force behind many of Saudi Arabia’s most successful K-pop shows – including last year’s Saranghae KSA (TPMEA #38) – and the company once again leveraged its network and partners in the K-pop industry to convince Korean boy band ATEEZ to make Jeddah Summer Concerts the only GCC performance on their The Fellowship: Break The Wall world tour.
Photos: SLS Production Arabia, WICREATIONS
