Support WBURAnalysisHow the West was won: K-pop's great assimilation gambitSheldon PearceJanuary 29, 2026 ShareIn a breakthrough year like no other, crossover K-pop like the girl group Katseye, Rosé's single "APT." and Netflix's KPop Demon Hunters has secured nods in major Grammy categories and new height of visibility. (Illustration by Jackie Lay)
