On May 14, 2024, it was reported that fans of Korean pop music worldwide are increasingly leveraging their substantial online presence for environmental activism. Initiatives led by Kpop4Climate, founded in 2021 by Nurul Sarifah and Dayeon Lee, have seen significant actions, such as influencing Hyundai Motor to cancel a deal associated with coal power plants in Indonesia.
Kpop4Climate has also collaborated with Korea Beyond Coal to contest the construction of a coal power plant near Maengbang Beach in South Korea, a site significant to fans of the K-pop group BTS. Although the plant construction continues, their efforts have notably increased public awareness regarding environmental impacts.
K-pop fans have been recognized for their ability to mobilize quickly for various causes, including the Black Lives Matter movement. Entertainment companies have responded to pressure from these fans by publishing sustainability reports and producing eco-friendly merchandise to reduce waste within the industry.
Most recently, Kpop4Climate challenged an agreement by Hyundai to source supposedly low-carbon aluminum, produced initially with coal power, which led to Hyundai ending the agreement after significant petitioning from the group. This activism underlines the influential role K-pop fans play in addressing global environmental issues.