SANTIAGO, Chile — Throughout this long, cold winter, an air of feverish anticipation has simmered in Chile’s capital. This October, global K-pop sensation BTS will arrive in Santiago as part of their comeback world tour, marking the latest chapter in Latin America’s growing embrace of Korean culture.

The group has already played sold-out dates in Mexico, while additional sell-out shows are scheduled in Colombia, Peru, Argentina and Brazil. Demand in Mexico was so high that President Claudia Sheinbaum contacted South Korean officials to explore the possibility of adding more dates.

From food and television to skincare and clothing, the Korean wave has found a passionate new audience across Latin America — and in Chile, it is being reimagined by a generation of young fans.

The phenomenon, known as Hallyu, or the “Korean wave,” began spreading globally in the 1990s, moving Korean music, dramas, cuisine and beauty trends from niche interests into mainstream culture across the region.

But in Chile, young people are doing more than consuming the Korean wave — they are reshaping it. By adopting the core elements of K-pop, from energetic choreography and high-value video production to a youthful, colorful aesthetic, they are transforming it into something uniquely their own.

And now, a wave of homegrown, K-pop-inspired pop stars is building.

(L-R) Mexico President Claudia Sheinbaum stands with BTS members V, RM, Jung Kook, Suga and Jimin as they greet fans from the balcony of the National Palace at Zócalo Square in Mexico City, May 6, 2026. BTS held three sold-out shows at Estadio GNP Seguros.

Yuri Cortez/AFP

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Yuri Cortez/AFP

Q_ARE, a six-piece boy band, is producing energetic, fast-paced music that fuses lyrics in English, Spanish and Chilean slang with a K-pop aesthetic. Their videos combine retro video games, bright, flashing scene changes and colorful makeup — and they are amassing a considerable following.

Ahead of the launch of their single “FÚ” in May, they convened at a dance studio in Santiago to work on choreography for the song — stepping and spinning in loose clothing and high-top sneakers as they were put through their paces.

Outside, where salsa competed with reggaetón blaring from the different studios, the band explained where their inspiration came from.

“I entered the artistic world thanks to K-pop,” said Seba, 22, one of the group’s vocalists.