K-pop idols take on new challenge with YouTube language and culture project

K-pop idols are venturing into uncharted territory as they embark on a three-part YouTube series that delves into the Korean language and culture. This series, produced by the King Sejong Institute Foundation in collaboration with SBS, brings together popular artists who interact with language learners across the globe.

The second episode of the series, scheduled to be released on Saturday at 2 p.m., will see Ricky of AND2BLE and Mǎ Jingxiang of CLOSE YOUR EYES competing against eight top Korean language learners. These participants were chosen from a pool of 3,715 applicants, coming from 75 different countries and 178 institutions. The 2026 King Sejong Institute Korean Speaking and Writing Contest saw a surge in interest, indicating a growing global fascination with the language and culture.

This episode will have a special twist as it reunites Ricky and Mǎ Jingxiang, who previously teamed up in an audition program in 2023. The series aims to not only showcase the idols' language skills but also their ability to engage and educate their audience.

In a separate but related development, boy group VERIVERY will take on the role of honorary Korean language teachers at the King Sejong Institute in Jakarta. The five members will conduct a special class utilizing their own song lyrics, providing insights into the meanings behind the lyrics and introducing useful language lessons. This move highlights the broader impact K-pop idols are making beyond their music, as they leverage their influence to promote language learning and cultural exchange.