Summary Southeast Asia is a lucrative market for the K-pop industry. K-pop concerts are a frequent sight in the region, along with various stores selling all kinds of merchandise of these Korean idols, including albums, accessories, clothing, and more. It’s no surprise then that there are many K-pop fans here in Singapore too. But to what lengths are these fans willing to go to support their favourite Korean idols? And is pursuing a K-pop career really a viable path? Talking Point investigates....