Who could have imagined that a group of passionate K-Pop fans in Asunción would spark a movement that now draws hundreds? What started as a niche scene, has grown into a cultural phenomenon crossing age groups in Paraguay’s capital.
K-Pop (Korean popular music) thrives in Asunción thanks to community, consistency, and global appeal. For many young people in Paraguay, it offers creativity, self-expression, and global connection.
The early days
Short K-Pop dance performances were seen at anime conventions in the early 2010s. But it was not until 2016, with the global boom of the Hallyu wave (the global spread of South Korean culture), that the scene truly took off. The audience was craving a space to express their identity, music, and sense of belonging; Korean pop culture offered exactly that.
Around 2016, the love for Korean culture became more than a hobby. Korean language schools in Asunción began organising small K-Pop events and competitions for students learning the language and culture. These modest gatherings planted the seed for something bigger.
The turning point for Asunción’s K-Pop scene
The real shift came in 2019, when TeamFesta, founded by Alejandra Guerrero and Nancy Franco, took things further. They brought K-Pop into nightclubs. Their idea? A party exclusively for fans aged 18 and older, where they could enjoy K-Pop in a fun and safe space.
The first official K-Pop Party in Asunción was held downtown and was a success. It proved the fan base was not only present but eager for more.
Fun, without being judged
“We wanted a safe place where our friends could have fun without being judged”, Alejandra shares. “Back in 2019, there were no K-Pop-themed parties. K-Pop was getting very popular in Paraguay, so we took the risk. Many venues refused to host us, so we had to start from scratch. It was very difficult, but our friends supported us.”
A fan-first approach
TeamFesta organises themed nights for various K-Pop groups like BTS an ATEEZ, as well as album listening parties for new releases. They have also expanded into K-hip hop nights and their hit Emo Night. “We always try to make it fun for everyone, knowing there are many K-Pop bands, so we play as many songs as possible. We listen to what our audience wants, and plan accordingly.”
Their most unforgettable moment came in 2022. “It was our third party after the pandemic. We sold 300 early tickets and thought that was it. But 600 people showed up that night. It was probably our biggest crowd. The audience is more diverse now, so we never know what to expect. But it always feels like a big group of friends having fun.”
Coming up
The next event is a BTS-themed party on June 21 at La Otra Bar (Herrera 875), celebrating the group’s return from mandatory military service. BTS is a seven-member boy group from South Korea’s capital Seoul, and debuted in 2013.
Tickets can be bought beforehand through Team Festa on Instagram for Gs. 35,000 guaranies (US$ 4.40), or at the door for 45,000 guaranies (US$ 5.60).
Earlier this year Asunción celebrated K-Pop culture on Korean Day.
