Beyond the Music: K-Pop as a Space for Identity Resignification and Gender Criticism

Abstract

Background: The global rise of K-Pop—driven by Hallyu—has
positioned this genre as a key cultural reference for Chilean youth,
operating as a transnational circuit of symbolic production that
challenges local gender and youth codes. Purpose: To examine
how Chilean K-pop fans redefine their identities and challenge
gender norms through their engagement with this global fandom.
Method: A qualitative-ethnographic study combining eleven semi-
structured interviews, participant observation in urban spaces in
Santiago, and digital ethnography on social media; the researchers
analyzed data thematically. Results: The study identified three
interconnected dimensions: (1) Identity and community—the
fandom as a transnational space for belonging and subjective
experimentation; (2) Gender perspective—fans utilize K-Pop to
question stereotypes yet acknowledge the reinforcement of
body standards and sexist dynamics; and (3) Sexual diversity and
inclusion—androgynous representations and safe spaces enable
exploration of diverse orientations and identities. Conclusions:
The Chilean K-Pop fandom emerges as a cultural laboratory where
belonging, resistance, and social critique converge, fostering new
ways of experiencing embodiment and gender and highlighting
ethical tensions related to industrial exploitation and emotional
productivity.