Beyond music shows: How gaming, news and brands are becoming K-pop’s new stages

For years, the promotional path for a K-pop "comeback" was relatively predictable: release new music, appear on weekly music shows, visit radio programs and variety shows, repeat for two to three weeks. That formula is beginning to loosen. K-pop artists are increasingly meeting audiences in places outside the typical comeback circuit — from esports finals and gaming festivals to news studios, baseball stadiums, fashion events and brand campaigns. The shift is not simply about finding more places