What K-Pop Can Teach Every Business About Market Creation

InnovationConsumer TechWhat K-Pop Can Teach Every Business About Market CreationByBill Schiffmiller,Contributor.Forbes contributors publish independent expert analyses and insights. Bill Schiffmiller, thought leader on accessibility & auditory matters.Follow AuthorMay 31, 2026, 03:32pm EDT--:-- / --:--This voice experience is generated by AI. Learn more.This voice experience is generated by AI. Learn more.A woman with hearing aids enjoying Big Ocean performance at Kind Seoul in South Korea.GN GroupHere is a rather unique and fantastic combination. A deaf K-pop group, a Seoul jazz club, and a permanent Auracast installation reveal how difficult markets really are.Earlier this week, I found myself in an intimate Seoul jazz club called Kind Seoul.I was in South Korea for the 37th World Congress of Audiology, where the GN Group had brought together hearing professionals, technology partners, media, industry leaders, and deaf and hard-of-hearing people from Korea and abroad for what it called the Seoul Session.On paper, it was a demonstration of Auracast™, the Bluetooth broadcast audio technology beginning to appear in public spaces around the world.What I witnessed felt much bigger than that.The evening’s performers were Big Ocean, the first K-pop boy band whose members all live with hearing loss. Kim Ji-seok, PJ, and Lee Chan-yeon have built a devoted following through a combination of singing, dancing, Korean Sign Language (KSL), and extraordinary talent. Their fans have helped propel the group onto the global stage, earning recognition from Billboard and a place on the Forbes 30 Under 30 Asia list.What struck me was not only the performance, but also the way it was delivered. It was the room itself. Kind Seoul had just become South Korea’s first permanent Auracast installation. Throughout the venue, people could tune directly into multiple audio streams. One carried the live performance. Another delivered Korean-English translation. Some listeners connected throu...