Since 2010, social media platforms have become a crucial medium through which gugak has expanded its reach to international audiences with unprecedented visibility and speed. Notably, hybrid works blending gugak with contemporary genres have attracted widespread global attention and engagement on these digital channels. Examples include LEENALCHI’s “Tiger Is Coming” – which combines pansori with Western band sessions – and BTS member SUGA’s “Daechwita”, which fuses traditional military music with Korean hip-hop. Building on these cases, this study turns to ATEEZ’s “The Real (Heung Ver.)”, a track that integrates elements of Korean folk performance traditions with K-pop, in order to explore how gugak fusion continues to find resonance in the digital age.

To investigate the elements contributing to its success, I employed five analytical dimensions: (1) application of traditional rhythms or meters in a modern context, (2) prominent use of traditional musical content, (3) incorporation of electronic sound and contemporary production techniques, (4) use of visual and performance elements such as costumes, staging, choreography, and music video design, and (5) digital dissemination strategies and global reception. The findings indicate that when gugak elements are embedded as core part of the composition and performance—musically, narratively, and visually—rather than as added stylistic flourishes, they are far more effective in engaging audiences worldwide.

Ultimately, this study not only clarifies the mechanisms behind the success of “The Real (Heung Ver.)” but also offers actionable perspectives for artists and cultural producers seeking to bring traditional expressions into global circulation.