Original Coverage & Source Attribution: dailyiowan.com
While traipsing around campus, it’s not hard to spot K-pop’s influence among University of Iowa students. Whether it’s the decorative photo card toploader lolling off backpacks, album-specific keychains snug against totes, or the sticker-covered laptop lid displaying different group emblems, the genre’s visibility is showcased in everyday campus life.
For some students, K-pop is just a way to listen to new music and dabble in different genres of art. For others, it’s a form of expression that manifests in the way they dress and do their makeup, in the friendships and initiatives they take, and in the way they spend leisure time.
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Fashion, specifically, is one type of expression heavily influenced by K-pop. From wearing trendy two-piece outfits inspired by idols from recent comebacks, to unique concept-themed styles, it has become a subtle outlet for students to express their interests.
“I’ve been listening to K-pop since middle school, and I think it definitely shaped me in finding my own aesthetic,” Hana Oh, a UI second-year student, said. “I’d call my style right now ‘street.’ I like Cortis. I know they’re pretty recent, and they have very much of a hip-hop street fashion. ”
The appeal of K-pop fashion lies in its versatility and boldness. An idol’s performance outfit can inspire outfits to shop for, but beyond fashion, Korean culture’s overall influence has made its mark on UI students.
For UI second-year student Adrianna Ang, those online aesthetics have found their way directly into her wardrobe.
“Whenever I would be dressing up to hang out with my friends, I take influence from the trends that are circulating online, and a lot of the clothing I wear is from Korean clothing stores online,” Ang said. “A lot of their performances and day-to-day outfits that they wear translate into some of my fashion that I tend to gravitate toward.”
In addition to styling outfits, the same online culture influences Ang’s approach to everyday cosmetic items. As K-pop’s global footprint expands, Korean beauty products have gained widespread traction in the mainstream market.
“During COVID, I know a lot of Korean skincare brands such as Medicube or other brands have been able to go viral,” Ang said. “On a day-to-day basis, some of my makeup products that I use right now are Korean brands.”
According to data from South Korea’s Ministry of Food and Drug Safety, in 2023, South Korean cosmetics exports are ranked the fourth-largest worldwide cosmetic exporter.
Outside of streaming music and idol-inspired fashion, students find their own ways to explore their interests. For UI second-year Sophie Simoëns, that includes watching K-pop documentaries and concerts.
“I really like documentaries. I’m a huge reality TV documentary person, so I’ve seen the Blackpink documentary on Netflix, the Jungkook movie — the Jungkook documentary about his seven albums and stuff like that,” Simoëns said. “I just think they’re so interesting.”
Simoëns’s personal viewing habits are also a part of a massive global wave. From April 2025 – March 2026, South Korean content was also ranked Netflix’s most-watched content outside the US, accumulating more than 12.1 billion streaming hours in a single year.
The influence of Korean culture shows up in a variety of community spaces. Most prevalently, K-pop is found in student-led dance cover groups, clubs offered on campus such as Korean Conversation Group, and different opportunities to create fellowship over shared interests.
“I’m also in a club called HallyU, which is a K-pop dance club on campus. Essentially, the club [will] practice for an hour, and there are multiple groups within the club,” Ang said. “I also have some friends that really like to dance or just grew up dancing, so sometimes we’ll just get together and have a fun little dance session.”
There are also a bunch of multicultural festivals located near Iowa City that allow students to engage in the K-pop scene and connect with one another on campus. Local events such as the annual Coralville Asian Festival and AsianFest in Cedar Rapids also help aid in allowing students to experience K-pop culture.
“I’ve actually also found it quite surprising that I’ve been able to find such a big group of people that have such similar interests as I, and we’re able to practice together and showcase our interests and passion outside of an academic basis,” Ang said.
