Armenia isn't a topic that comes up often in everyday conversation, let alone in discussions about K-pop. Yet, the global reach of South Korea’s music industry is now felt even in this small mountainous nation.

Geopolitically and culturally, Armenia is most familiar to global audiences through Armenian-American icons like Kim Kardashian or Cher. But while the nation remains a mystery to most Americans, a powerful movement of K-pop fans and performers is thriving inside Armenia itself, writes Grace Kao, Professor of Sociology and member of the Ethnicity, Race, and Migration program at Yale University, in an op-ed for The Korea Herald.

From Yerevan to Seoul: The Story of Sam Khor

I first met Sam Khor (real name: Samvel Azatyan) in Seoul in 2025. He moved from Armenia to South Korea to pursue an ambitious dream: becoming a professional K-pop artist. Today, Sam trains at the ModernK academy, devoting all his time to vocal training, dance, composition, and playing instruments.

Sam stood out from the crowd: he was the only foreigner at the academy and noticeably older than most of the 15- to 16-year-old students—a contrast that only highlighted his serious dedication. "The first K-pop songs I ever heard were probably 'Gangnam Style' by Psy or 'Can't Stop' by CNBLUE," Sam recalls. "Later, when BTS exploded globally, everyone told me to check them out. But I truly fell in love with the genre through NCT, SHINee’s Jonghyun, and EXO’s Chen. When I heard EXO’s debut track 'MAMA' with its orchestra and choir, I realized how close it was to the music I write and sing myself."

Before making the move to Korea, Sam built a solid academic foundation in music:

• Graduated from the choral department at the A. Spendiaryan Music School;

• Studied at the State Song Theatre of Armenia and the Yerevan State College of Pop and Jazz Art;

• Completed online internships, reached the finals at Keens Academy (supported by SM Entertainment), and took 1-on-1 vocal lessons with Jay, lead singer of the rock band TRAX.

Securing a Korean visa took him three attempts. Fully immersed in his studies since May 2025, he is endlessly grateful for his parents' support, though he admits navigating the path in Seoul on his own can be tough.

The K-pop Boom on the Streets of Yerevan

Sam is far from the only Armenian captivayed by Korean culture. A vibrant community has taken root in Armenia, giving rise to cover groups, festivals, and packed venues:

• SetUp Team: One of Armenia’s most popular cover groups, boasting nearly 5,000 subscribers and 1.6 million views on YouTube. Its members don't just replicate the choreography of BTS ("MIC Drop"), aespa ("Whiplash"), and Blackpink ("Jump"); they also sing along in sync in both Korean and English.

• Michyos Dance Studio: A Yerevan-based studio with over 140 dance videos to its name. For BTS’s 9th anniversary, they recorded a 16-minute dance medley that racked up 134,000 views, and recently dropped covers for Katseye ("Pinky Up") and a professional music video for LE SSERAFIM ("Spaghetti").

Why K-pop?

Sam explains the genre’s unique appeal: "K-pop forces an artist to develop a multitude of talents simultaneously. I don't just want to sing or play instruments—I want to dance professionally, compose music, and showcase acting skills. Only Korean music offers that kind of flexibility in blending virtually any genre."

Among the tracks that influenced him most, Sam cites the iconic song "Tri-Angle" by TVXQ (featuring TRAX and BoA). It is a truly unique masterpiece that blends Mozart’s Symphony No. 40 with a powerful rock ballad, heavy guitar riffs, and soaring vocals—a textbook example of the genre-bending freedom that makes K-pop beloved worldwide.