K-pop can’t be denied. That was abundantly clear in downtown Los Angeles in August as thousands of die-hard fans gathered for KCON 2022, a celebration of K-pop and other aspects of South Korean pop culture. On the-ground-conversations with KCON attendees offer insights into how this niche fandom has grown around the world. The conversations also demonstrate how the fundamentals of K-pop and the emphasis on direct fan interaction reflect larger trends in media and entertainment.