Viral “APT.”: Where K-Culture Meets Western Pop

Released on Oct. 18, 2024, the song, “APT.”, a collaboration between Rosé of K-pop group BLACKPINK and American pop star Bruno Mars, has taken the  global music scene by storm. With its infectious melody, playful lyrics, and cultural charm, the track has captured the hearts of a global audience. Click here for the music video. Let’s dive into what makes this viral track so special.

What Makes “APT.” Special?

The brilliance of the song lies in its seamless fusion of Korean culture with Western pop music.  Musically, it’s an uptempo pop-punk track infused with indie rock and electropop elements, creating a lively and addictive sound that resonates with global listeners. Its simple yet familiar melody evokes nostalgia, reminiscent of hits like Toni Basil’s “Mickey” (1982) and The Ting Tings’ “That’s Not My Name” (2008).

But what sets “APT.” apart is its clever incorporation of Korean culture. Its title, “APT.” comes from the Korean word “아파트” (pronounced as “apateu”), meaning “apartment”. What makes it truly unique is its inspiration from the Korean “Apartment Game”, Rosé’s favorite drinking game.  The chorus cleverly incorporates the game’s rhythmic “apateu”  chant, creating a playful, addictive hook that transcends language barriers. Adding to the charm, Mars sings the Korean word “건배” (geonbae) (meaning “cheers”) and waves Korean flags in the music video, blending authenticity with fun. The result is a cross-cultural masterpiece that feels both lighthearted and inclusive. 

Viral Success

Since its release, “APT.” has captivated audiences worldwide. The numbers tell an impressive story:

• Topped Spotify’s Global and U.S. charts within 4 days
• Hit 100M+ YouTube views in just 5 days
• Made Rosé the first K-pop female solo artist to enter top ten on US Billboard Hot 100 and UK Singles Chart, and top Spotify’s US and Global Top Songs charts
• Earned the duo the Global Sensation award at 2024 MAMA Awards.  

The song has also taken over social media, with videos of people playing the “Apartment Game”, or singing or dancing along to the song on platforms like TikTok, YouTube, and Instagram.

Korean Drinking Games Go Global

The song has sparked global interest in Korean drinking games, with many curious about the “Apartment Game” that inspired the track. Here’s how it works: 

1. Players chant “apateu, apateu” while crossing their hands up and down three times.
2. They stack their hands, one on top of another (like an apartment building with floors), and the player selected as leader calls out a number
3. Players remove their hands one by one, starting from the bottom, counting up from ‘1’. The player whose hand is removed on the leader’s number—or who makes a mistake—must drink as a penalty.

Watch this video for demonstration.

Beyond the “Apartment Game”, other popular Korean drinking games include:

• Nunchi (눈치) Game: “Nunchi” is a Korean term that refers to the ability to read the mood of others and react accordingly. It is a game of timing and quick reflexes, where players call out numbers starting from ‘1’ and avoid calling the same number as another player or being the last to call a number. Watch this video for demonstration.

• 3-6-9 (삼-육-구)(sam-yuk-gu): Players take turns to count from ‘1’ but clap instead of saying numbers containing the digits 3, 6, or 9. Watch this video for demonstration. Players may adopt variations such as using other digits instead of  “3-6-9”, or clap once for single-digit numbers and twice for double-digit numbers that include these digits and so on. 

• Son Byeong-ho (손병호) Game: Attributed to Korean actor Son Byeong-ho, this game involves players holding up five fingers and taking turns to set criteria. Players fold one finger when matching criteria set by others. The first to fold all fingers loses. Watch this video for demonstration.

While traditionally played with alcohol, these games are just as fun as icebreakers or group activities without drinks, adding energy and laughter to any social gathering.

Cultural Impact

The success of “APT.” has had ripple effects beyond the song itself. Yoon Soo-il’s 1982 hit “아파트” (Apartment) saw its streaming numbers jump fivefold, despite being completely different in style and content.

On a broader scale, “APT.” is a celebration of cultural exchange. It’s a bridge between cultures, introducing global audiences to Korean culture while packaging it in an universally appealing format that feels fresh, fun, and unforgettable. It proves that music truly is a universal language that can bring people together across cultural boundaries. Have you joined the “APT.” craze yet?

Until next time, happy singing and dancing! 😊🎶🕺🎉✨

Note: A video version of this post is available on “Korean Culture Village” YouTube channel.

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References:

Hong Yoo, “Rose’s ‘APT.’ sets record for women in K-pop”, The Korea Herald, 2024-10-29

KTimes, “Rose’s ‘APT.’ hooks world with unique Korean linguistic flavor”, The Korea Times, 2024-10-28

Kim Jae-heun, “Rose’s ‘Apt.’ redefines K-pop’s global appeal”, The Korea Herald, 2024-10-27

Yoon Ju-heon, Kim Seo-young, “Rosé’s ‘APT.’ sweeps the world with Korean drinking game”, The Chosun Daily, 2024-10-24

Pyo Kyung-min, “Rose’s ‘APT.’ sheds light on Korean drinking games”, The Korea Times, 2024-10-20