Make it Daebak: What K-Pop Fandoms Can Teach GTM and Community Teams

Forget traditional GTM playbooks—K-pop fandoms offer a masterclass in loyalty, engagement, and growth.

Set aside your typical B2B and B2C frameworks for a minute. If you want to see community-led growth in action, there’s a playbook out there that’s far more dynamic, emotional, and effective—and it comes straight from the world of K-pop fandom. 

How I Found Myself in the World of K-pop  

When I stumbled into the vibrant world of K-pop in 2016, I wasn’t a teenager. I didn’t (and still don’t) speak Korean. But that didn’t matter. I immediately felt a sense of belonging—not just to the music, but to the web of community orbiting around it.

Since then, I’ve been lucky enough to witness that power up close. At concerts, I’ve seen arenas pulsing in perfect rhythm—thousands of synchronized fanlights glowing in unison. I’ve joined fan-run “cupsleeve” events, where cafés are transformed with themed decor, photo cards, giveaways, and even donation drives inspired by an idol’s values.

None of this was orchestrated by a marketing team. These were entirely fan-led experiences—full of joy, ownership, and shared identity.

And here’s the thing: everything I saw is what GTM leaders today are trying to build. Loyalty loops. Evangelists. Viral moments. Emotional connection. K-pop fandoms already cracked the code. We just need to pay attention.

K-pop’s Rise Wasn't Luck—It Was Community-Led Strategy

Global success stories like BTS, BLACKPINK, TWICE, and NewJeans didn’t emerge by chance. They were propelled by fandoms that went from local to global—powered not just by great music, but by a community model that fused brand strategy with grassroots energy.

Companies like HYBE, JYP, and SM Entertainment didn’t just drop albums. They invested in infrastructure—fan apps, video platforms, behind-the-scenes content, fanlight systems, exclusive livestreams—all designed to deepen connection and community.

But here’s what’s critical: they didn’t control everything. Fan-led spaces—like Discord servers, Twitter threads, or local meetups—flourished alongside official channels. Companies created the scaffolding, but fans built the architecture.

That balance of structure and freedom is what makes K-pop fandoms unstoppable. And it’s exactly what community-led brands should aim for.

What K-pop Fandoms Get Right—and Why It Works

To understand how K-pop fandoms work so well, you need to look at the core elements that fuel their success. Let’s break them down:  

It’s never just about the product. Yes, the idols’ music, choreography, and videos are incredible, but that’s just the tip of the iceberg. K-pop companies recognize that fandom loyalty isn’t built solely on artistry—it’s about the emotional ecosystem they create around it. They offer social media glimpses into an idol’s life, behind-the-scenes livestreams, fan challenges, and much more. It’s not a transactional relationship—it’s immersive.

Identity is everything. Fans don’t just listen to a group like BTS. K-pop fandoms name themselves—BTS fans are ARMY, BLACKPINK fans are BLINKs—and rally around shared language, values, and symbolism. These identities create cohesion and pride. Parasocial relationships (feeling personally connected to someone you don’t know) deepen the bond. That emotional resonance drives loyalty.

Live experiences feel like movements. K-pop concerts are legendary for their ability to make fans feel like they’re part of something bigger. Concerts aren’t just performances. With Bluetooth-synced fanlights and mass participation, they feel like shared rituals. It’s belonging in its most visible, visceral form. 

Fans become creators. Fans don’t just consume—they create. From handmade bracelets and intricate fan videos to community-hosted cupsleeve events, fans play an active role in shaping the fandom story. At one event I attended to celebrate a group’s anniversary, fans brought stacks of custom-designed photo cards with heartfelt messages to exchange with one another. It’s this level of investment, creativity, and joy that makes K-pop so unique. And that makes the community self-sustaining.

Shared values show up in action. In many fandoms, milestone events (idols’ birthdays, album launches) are celebrated not just by buying albums, but also by organizing charitable acts inspired by the artists’ values—donations to food banks, tree-planting initiatives, or direct community aid. It’s more than just admiration—it’s alignment on purpose.  

How GTM Teams Can Learn from K-pop

At first glance, it might seem like the immersive, energetic world of K-pop fandoms only applies to “fun” industries—entertainment, lifestyle, or consumer brands. But the truth is, you don’t need idols, lightsticks, or choreo to apply these strategies. What makes K-pop fandoms work are universal truths: people want to connect, contribute, and belong. Here’s how it translates:

Concerts = branded events with soul: K-pop shows are unforgettable because they feel personal. Events by companies like Miro or Atlassian may not look the same, but the goal is shared energy. Make your events participatory, not just presentational. Build workshops, small group convos, or member-led moments into your programming.

Take SaaStr Annual, a conference for founders and SaaS leaders. It’s not “fun” in a traditional sense, but it integrates aspects of community, such as peer-led workshops and networking lounges, to foster connection and learning. The parallel lies in generating a shared energy—not the specific industry or tone. 

Ask yourself:  

• How can you turn a routine event into a collective “wow” moment for attendees?  

• Are you giving attendees a chance to actively participate, like workshops or discussion groups?  

Fanlights = symbolic swag with purpose: Fanlights are more than a fun accessory—they’re a visible marker of belonging. They connect fans to an artist emotionally and make the experience deeply personal. Swag in the corporate world works much the same way but is often overlooked or treated as an afterthought.  

Limited-edition merch, earned badges, or even digital status markers can create emotional stickiness. Make it feel earned—not just free. Patagonia’s branded gear, for instance, isn't just functional; it signals a shared philosophy around environmentalism. Likewise, a clever branded notebook or custom LinkedIn banner could help your community show allegiance to your brand or cause. 

Remember:  

• Give people swag they want to show off. Think beyond basics like water bottles or generic pens.  

• Incorporate elements of exclusivity—could you make your swag limited edition or tied to milestones?  

Fan-created content = community UGC: K-pop fandoms thrive because fans actively create. Whether it’s a beautifully edited fan video on TikTok or handmade merchandise, these contributions transform fans from passive consumers into active participants.    

Why not encourage your community members to create and share their own content? Zapier, for example, has cultivated a thriving user forum where customers share automations they’ve built using the product. It’s peer-to-peer education and brand love, bundled together.

Simple ways to encourage UGC include:  

• Hosting contests for members to showcase creative use of your product.  

• Creating hashtags to help users share on social media.  

• Featuring community creations publicly, like in newsletters, your website, or events.  

Cupsleeve events = member-led initiatives: In the K-pop world, fan-hosted events like cupsleeve celebrations and charity drives don’t just bring people together; they empower fans to take ownership of the fandom experience. Brands can replicate this by supporting member-led initiatives.  

Your power users can host meetups, run tutorials, or mentor others. Slack supports this with its global chapters program—community members host events under Slack’s banner, extending reach with local authenticity.

Think about:  

• Can you support superfans or power users to host meetups, webinars, or workshops?  

• How can you provide resources like templates, guides, or promotional tools to make it easier for them?  

What This Looks Like in Action (Outside of K-pop)

To make this more tangible, here are a few verifiable examples of brands using K-pop-like strategies:

• Duolingo uses its mascot “Duo” as a personality anchor to connect emotionally with fans, just like idols. Their TikTok strategy is deeply community-involved—with fans remixing content, making memes, and even dressing as the owl at Halloween. It’s a fandom, not just a user base.

• Peloton grew largely through community-led momentum—its Facebook groups, leaderboard shoutouts, and member spotlights all foster identity and shared purpose. Riders cheer each other on in real-time, post post-workout selfies, and organize rides together. It’s a brand powered by its members.

• Miro leveraged community templates and showcases during product launches, inviting users to contribute ideas in public galleries. That’s not just UGC—it’s collaborative innovation, co-authored with their audience.

For GTM Leaders: Practical Takeaways

It’s tempting to dismiss K-pop’s strategies as entertainment-specific. After all, not every company aspires to sell out stadiums or inspire global fans. But what makes K-pop’s approach resonate isn’t its glitter—it’s its psychological foundation. People everywhere, no matter the context, want to feel seen, valued, and connected. If you lead marketing, sales, customer success, or product—and you’re not building with your community—you’re missing the point. Here’s what you can do:

Create a mission, not just messaging. K-pop has mastered storytelling. Fans rally behind groups like BTS not just because of their music, but because of what they stand for—whether it’s love, growth, or mental health awareness. Similarly, your brand can rally your community behind a cause or purpose that transcends the product itself.  

For example, Basecamp, a project management platform, fosters a movement around simplicity and focus in workplace culture, which resonates deeply with its audience. It’s not just about the tool—it’s about the ethos.  

Ask yourself: What bigger purpose does your brand advance? Is it supporting small businesses? Innovating in sustainability? Advocating for equal access to tech education? When people see themselves as part of that mission, they’ll stick.  

Turn events into rituals. Live interaction creates a sense of belonging that can’t be replicated digitally. While not every company is in a position to throw massive events, even smaller-scale, exclusive gatherings can have an outsized impact. Virtual AMA (Ask Me Anything) sessions, hands-on product labs, or surprise pop-up meetups are all ways to build community momentum.  

Don’t just focus on scale—focus on personalization. Even a 20-person event can drive immense loyalty if attendees feel connected to your vision and mission.  

Pull back the curtain. Fans love K-pop idols because they feel like they “know” them through frequent behind-the-scenes content and direct engagement. Similarly, for GTM teams, humanizing the people behind the product or service is a critical way to build trust and camaraderie.  

Consider weekly “meet the team” blog posts, behind-the-scenes videos of your process (even failures or lessons learned), or leadership-hosted roundtables to make your brand relatable. Transparency is a trust builder. 

Give people things to do—not just read. Superfans—whether they’re ARMY or your top customers—are a GTM team’s secret weapon. Let them teach, build, remix, remix again. Empower creation, not just consumption. 

This might involve creating ambassador programs, granting early access perks, or providing resources like toolkits for hosting their own events or creating content. Make your customers feel like co-creators and they’ll become your biggest advocates.

Build for identity. Give your community a name. Offer rituals, signals, and inside jokes. Let them feel like they’re in it together.

What if My Brand Isn’t “Fun”?

That’s fine. Neither are productivity tools (and I’ve built communities for several). Fun isn’t the point—emotion is.

People don’t join communities for spreadsheets. They join because they want connection, inspiration, and meaning. It’s your job to give them a reason to care.

Whether you run a SaaS company, a financial services firm, or a community gardening co-op, the principles of K-pop apply. Why? Because they leverage universal truths:  

• People want to feel part of something bigger than themselves.  

• People enjoy belonging to a shared identity.  

• People support brands (and communities) that reflect their values and aspirations.

You don’t have to start with synchronized lightsticks and posters. Start small: create personal loyalty experiences or make it easier for your customers to connect with one another. The results will surprise you.  

Final Thought  

K-pop fandoms aren’t just a cultural phenomenon—they’re a masterclass in loyalty, creativity, and scalable community-led growth. You don’t have to launch an idol group to learn from them. But you do have to start treating your community like a core part of your GTM strategy—not an afterthought.

Because fans build movements. And movements build momentum.