Lim Young-woong may not boast as many fans as BTS, yet the trot singer is challenging global superstars, demonstrating that South Korean music extends beyond K-pop through his billions of streams and sold-out stadium tours. Once scorned and widely mocked as music for the elderly, trot combines traditional Korean music with Western jazz, swing, and Japanese Enka elements. However, 33-year-old Lim is part of a new generation of younger artists revitalizing the genre, with his melodramatic ballads and lively tunes attracting vast audiences in South Korea, bolstered by a surge of reality TV shows.
The pioneer and most successful of these shows, "Mr Trot," was won by Lim in 2020, with over a third of South Korean viewers tuning into the finale—his victory catapulted him into a national phenomenon. His songs have since amassed a record-breaking 10 billion streams on Melon, South Korea's largest music platform; his official fan club boasts over 200,000 members; and his stadium tours sell out within minutes. According to a June Gallup poll, Lim is also South Korea's most beloved singer, surpassing BTS, who ranked third in popularity at home. Individually, he also out-earns BTS members, with his recent tour grossing approximately $22 million, according to industry data.
Domestically, articles about him generate more traffic and receive more likes than those about BTS, a phenomenon known as "Lim Young-woong syndrome," according to veteran entertainment journalist Seo Byung-ki. The star's compelling backstory—"losing his father at a young age, being raised by his grandmother, struggling to make ends meet, and then winning a television show"—combined with his "perfect" vocals, ensures his widespread appeal, Seo noted. Although largely unknown internationally, his fame has reached the isolated North, where music from the South is prohibited, yet activists frequently send USB sticks loaded with his songs across the border via balloons. Defectors report his popularity there.
At a recent concert in Seoul, tens of thousands of fans, all clad in sky blue and waving glowing electronic wands, wept as Lim took the stage. His fans predominantly consist of the elderly, many experiencing their first celebrity infatuation. Baek Soon-ok, 87, had never watched a YouTube video of a celebrity or attended a concert before discovering Lim. "He's such a kind person, good to his mother, and above all, a great singer," she said, donning a sky-blue T-shirt emblazoned with Lim's image. "I never imagined I would become so fond of an artist," she added.
In Lim's hometown of Pocheon city, a sky-blue cafe named "Woong's Tree" serves as a tribute to the singer. Outside, the walls and windows are adorned with photographs of Lim. Inside, an extensive collection of his merchandise is displayed, along with life-size, smiling cutouts. Cafe owner Chun Eun-kyung told AFP that Lim "saved her life," as his music helped her endure breast cancer treatment. "I listened to his song Wish during chemotherapy, and it deeply resonated with me," she said, noting that he helped her overcome her fear of dying from cancer. Following this, she began to follow Lim wherever he performed, meeting fellow super fans—known as Hero Generation, as his name means "hero" in Korean—and opening the cafe to provide a space for them to gather and celebrate Lim.
"He's my strength, my happiness," said another fan and regular at the cafe, 60-year-old Lee Bu-duk. Despite K-pop's dominance in South Korea's musical exports, with artists like NewJeans topping US charts, local credit card data indicates that trot is growing faster domestically, with K-pop concert sales increasing by just 34 percent, compared to 134 percent for trot. Moreover, more young singers are entering the market. Lim's appearance on "Mr Trot" inspired Park Sung-on, then just 12, to pursue the genre. "I believe it captures the essence of what Koreans feel," Park told AFP about the genre. He later appeared on a subsequent version of the "Mr Trot" show and finished in the top 10. Now hailed as a budding "trot genius," Park released his debut single in March 2023. "I don't consider myself a star. I had to work hard to get here," he said. However, Park aspires to dedicate his life to trot, viewing it as a "lifelong partner."
