Long before BTS and BLACKPINK became global sensations, there was one Korean artist who unexpectedly introduced K-pop to the world. That artist was Psy. In 2012, “Gangnam Style” became more than just a hit song. It became an internet phenomenon at a time when viral culture was still new. The music video, featuring Psy’s now iconic horse-riding dance, spread across the world within months. From school students to Hollywood celebrities and even political leaders, everyone seemed to be copying the dance.
The song eventually became the first YouTube video in history to cross one billion views. Today, it has crossed five billion views and remains one of the platform’s most watched videos ever.
For the younger generation that grew up with modern K-pop, it is easy to forget how important that moment was. Back then, Korean music was still far from mainstream global entertainment. “Gangnam Style” changed that conversation overnight and made the world curious about K-pop.
Interestingly, Psy was never the typical polished K-pop idol. He built his identity around humour, satire and unpredictability. The song itself was a playful take on the flashy lifestyle associated with Seoul’s wealthy Gangnam district.
After the massive success, Psy moved to Los Angeles and signed with Scooter Braun, the manager known for working with Justin Bieber. The industry expected him to recreate the magic again, but matching the success of “Gangnam Style” proved impossible.
Instead of disappearing, Psy reinvented himself.
Today in 2026, Psy is one of the important names behind the Korean music industry through his entertainment company P Nation. The label has worked with several major Korean artists and continues to build new talent for the next generation of K-pop.
He also remains active as a performer. His annual “Summer Swag” concerts in South Korea have become hugely popular events, while his 2022 comeback song “That That” with BTS member Suga introduced him to a younger audience once again.
Psy, alongside Megan Thee Stallion, is also co-hosting the music series KPopped, which brings together Western artists and K-pop performers to reinvent popular songs.
More than a decade later, Psy’s legacy remains bigger than one viral song. Before K-pop became a global industry, he was one of the first artists who proved that Korean music could cross language barriers and connect with audiences everywhere.