On May 10, a prominent Korean media outlet published an essay discussing the remarkable rise of Korean culture in the Middle East. According to a recent Analysis Report on the Overseas Hallyu Survey by the International Cultural Exchange Promotion Agency, there has been a surge in the consumption of Korean music by 62.4% in the Middle East region. Additionally, most respondents have changed their perception of Korea positively after being exposed to Korean content.

The essay highlighted Jungkook, a member of K-Pop sensation BTS, who has played a significant role in increasing the popularity of Korean music in the Middle East. Jungkook's outstanding performance at the World Cup positively affected the country's perception of K-pop and saw an explosion in K-pop related Twitter hashtags and retweets in the region.

In April, the organizers of Qatar’s first-ever K-pop concert claimed that it was Jungkook’s performance at the FIFA World Cup opening ceremony in 2022 that influenced their decision to hold the festival in Qatar. They credited Jungkook's performance as having enhanced the reputation and appeal of K-POP and K-Culture in Qatar and the Middle East.

Jungkook's contributions have undoubtedly paved the way and cemented K-pop's popularity in the Middle East. As K-pop continues to expand its global reach, it is essential to recognize the immense impact that K-pop artists have on their audiences, especially in regions where there is emerging interest and potential growth.