Creative directors rise as driving force in K-pop. Who’s leading the pack?

The challenge lies in assembling raw materials into a great structure — a task where creative directors play a crucial role, says critic As K-pop evolves into a multilayered global industry, the role of a creative director is gaining more attention than ever before. No longer just behind-the-scenes facilitators, creative directors are now seen as key architects of a group’s identity — combining music, fashion, visual storytelling and branding into one cohesive narrative. The shift began in the 2