Why is it so popular?

K-pop stars are willing to do anything to sell music, even if it means playing up their sexuality. This is largely because Korea has no comprehensive anti-discrimination laws protecting LGBTQ South Koreans. As a result, very few mainstream celebrities have come out as gay. Those that do are met with hostility, especially from the country’s conservative media and society. TV personality Hong Seok-cheon, who came out in 2000, lost his job and other opportunities, a response that has discouraged others from doing the same.

But some major labels cultivate their stars’ homoerotic appeal to maximize sales. As early as the 1990s, when internet downloads ate into record sales, K-pop companies encouraged idols to kiss each other and engage in “skinship,” or touching a fellow band member, according to author Kwon. She believes this is to attract fans who fantasize about their idols in homosexual relationships – a common theme in fanfiction, where she estimates 80% of stories feature gay story lines.

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Where do they get it?

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Homophobia remains prevalent in South Korea, and only a few mainstream music idols have come out as gay. In addition, same-sex marriage is not legal and sex between men in the military is illegal.

Nevertheless, many Koreans are open about their sexualities, and K-pop labels cultivate their idols’ homoerotic appeal in the hope that this will increase their popularity in fan fiction, which can translate into increased economic benefits. Kwon estimates that 80% of fan stories feature gay story lines. In another victory for LGBT rights, South Korea recently gave its citizens the right to change their legal gender, but only after undergoing surgery.
How do they get it?

Until recently, 한국야동 lacked comprehensive anti-discrimination laws that protect LGBTQ citizens. Homophobia is rife, even among the elites. And as a result, few celebrities are willing to come out as gay. But despite the stigma, most Koreans support same-sex marriage and are more accepting of homosexuals than their neighbors in Japan or Taiwan.

To tap into those sentiments, K-pop stars cultivate their homoerotic appeal. Inspired by Japanese yaoi culture, fans began writing stories about their idols. They paired up male and female stars from the same band, like One Direction, or they matched them with members of other bands. The stories were circulated by dial-up internet and became increasingly erotic. Eventually, one of the country’s largest labels, SM Entertainment, began encouraging its stars to touch each other during live performances.

The company believed that touching would increase a star’s profile and translate into more sales. SM also encouraged its stars to perform “skinship,” which is when they touch their fellow band members. The practice has since spread to other record companies. But some fans still find it disturbing, especially when the same-sex contact is explicit.