The rise of social media platforms since 2010 has enabled Gugak (traditional Korean music) to reach global audiences with unprecedented scale and speed. Among Gugak-related content circulated on these platforms, BTS member SUGA’s Daechwita and LEENALCHI’s Tiger Is Coming—both of which fuse Gugak with contemporary genres—have garnered substantial international recognition. To identify the factors behind their success, this study analyzes their musical and visual structures, examines global audience responses to their hybridized aesthetics, and explores dissemination strategies that amplified their global reach. By offering a comprehensive analysis, the study provides practical and transferable insights for artists and cultural producers worldwide who aim to globalize traditional cultural expressions.

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