Karina in Control: She’s Headlining Festivals & Fronting Campaigns, But the K-Pop Starlet Isn’t Breaking a Sweat

All products and services featured are independently chosen by editors, although Billboard may receive a commission on orders placed through its retail links. In Seoul, on a humid late afternoon, fans flock to Waterbomb festival, which combines artist performances with extravagant hydrotechnics and water gun battles. Backstage, Karina, the leader of K-pop group aespa, is surrounded by handlers ensuring she is prepared for her solo headlining act.

Members of Sprite, the festival's sponsor and Karina's brand ambassador, circulate, keen to promote their product during the performance. Karina, attending an interview, politely declines an interpreter and opts to speak for herself. She expresses excitement about performing for a large crowd but admits to being nervous about getting water on her face.

Despite the concerns, Karina remains in control, delivering a set filled with Sprite shout-outs, including sipping from the brand's new Sprite Zero With Tea. Following her performance, she will participate in a Sprite side stage, answering pre-approved questions about her preferred drink flavor and posing for photos under a giant lemon-lime soda can.

Since joining aespa six years ago, Karina has maintained a high profile, gracing magazine covers and securing award nominations for her singing, rapping, and brand presence. In 2024, she released her first solo album, "Up," from aespa's SYNK: Parallel Line digital single album, debuting at number 27 on the Billboard Global 200.