K-pop Stars Take Over Super Bowl LX: A Historic Moment for Korean Entertainment

February 8, 2026 marked a milestone moment for K-pop's global expansion as Korean idols made their presence felt at Super Bowl LX in Santa Clara, California. While the New England Patriots and Seattle Seahawks battled for the Vince Lombardi Trophy, K-pop representatives were making waves both on screen and in the stands.

Joshua Hong: The Main Event

The biggest K-pop story of the day belonged to SEVENTEEN's Joshua Hong, who became one of the most talked-about celebrity attendees at the championship game. The Los Angeles-born vocalist arrived at Levi's Stadium with an official invitation from the NFL, joining A-listers like Jay-Z, Justin Bieber, and Travis Scott.

A Viral Moment

Joshua's appearance generated significant buzz across social media after the NFL released footage of him walking onto the field. In the video, he expressed his excitement, saying, "It's my first time at the Super Bowl. So excited to be here," while wishing both teams good luck.

The singer teased his attendance hours before kickoff by posting car selfies on social media, building anticipation among fans. Dressed in a preppy Tom Browne outfit, he was spotted taking in the pre-game atmosphere and snapping photos on the field.

Mixed Reactions

While CARATs (SEVENTEEN's fandom) celebrated Joshua's high-profile appearance, his viral entrance sparked divided reactions online. Some viewers questioned his walking style and presence at the event, with critics suggesting he was "acting like the main character" at an American football-centered event.

However, supporters quickly defended the idol, pointing out that he attended via a brand invitation—a standard practice for major events. Many noted that HYBE had no involvement in securing his Super Bowl appearance, dismissing accusations of corporate payola.

Part of a Larger Strategy

Joshua's Super Bowl appearance wasn't an isolated event. Just weeks earlier, he made K-pop history as the first male idol to walk the Golden Globes red carpet in January, where he was spotted mingling with stars backstage. Days before the Super Bowl, he also attended the GQ Ball Fashion Show at the Legion of Honor Museum on February 6, following an invitation from Tom Browne.

U.S. media outlet DNYUZ described Joshua's consecutive appearances as a "US charm offensive," reporting that the singer is preparing for acting opportunities in collaboration with California-based United Talent Agency.

Rosé: Commercial Queen

While Joshua made waves in the stands, BLACKPINK's Rosé dominated the commercial breaks. The 28-year-old superstar appeared in Levi's first-ever Super Bowl commercial, which aired during the game on February 8.

The "Backstory" Campaign

Rosé starred in Levi's "Backstory" campaign alongside Grammy-winning rapper Doechii, NBA MVP Shai Gilgeous-Alexander, Academy Award-winning artist Questlove, and model Stefanie Giesinger. The commercial, directed by acclaimed filmmaker Kim Gehrig, celebrated individuals who shape culture—from celebrities to everyday workers—presented uniquely from behind to emphasize the iconic back view of Levi's jeans.

In the advertisement, Rosé wore Loose Boot cut jeans paired with a Relaxed Fit Trucker jacket, set to James Brown's classic "Get Up Offa That Thing."

Fresh Off Grammy Glory

Rosé's Super Bowl commercial came just days after her historic Grammy Awards appearance on February 1, where she became the first lead K-pop artist to perform and receive nominations in the show's main categories. She performed her viral collaboration with Bruno Mars, "APT.," and earned nominations for three major categories.

The timing was perfect—Levi's announcement of Rosé as their brand ambassador coincided with Super Bowl week, and the company plans to extend the campaign across social media, digital platforms, stores, and out-of-home advertising throughout 2026.

EJAE: The Rising Star

Another K-pop adjacent artist making Super Bowl waves was EJAE, the KPop Demon Hunters star who appeared in a teaser spot for Liquid I.V.'s first-ever Super Bowl commercial.

In the 15-second teaser, EJAE was shown looking into a bathroom mirror before singing a soulful rendition of Phil Collins' "Against All Odds." The teaser promoted Liquid I.V.'s 30-second spot that ran during the first half of the game, delivering a "wake-up call" about the importance of hydration.

While EJAE didn't appear in the full Super Bowl ad, her teaser marked another example of K-pop talent breaking into mainstream American advertising during one of the year's most-watched events.

The Bigger Picture: K-pop's Super Bowl Dreams

The presence of K-pop stars at Super Bowl LX reflects the genre's growing integration into American mainstream culture. For years, K-pop fans have speculated about when a Korean act might headline the halftime show.

Building Momentum

Several recent developments suggest K-pop is getting closer to that ultimate stage:

• BTS confirmed their full-group comeback for spring 2026, following the completion of military service. With their new album "Arirang" set for release on March 21, the timing aligns with future Super Bowl possibilities.
• ATEEZ gained NFL attention when the Minnesota Vikings used their song "Ice On My Teeth" in a promotional video for the 2025 NFL Christmas Gameday.
• BLACKPINK continues their record-breaking "Deadline" tour, which extends into early 2026, with a new album dropping February 27.

The Challenge Ahead

Despite K-pop's global popularity, the Super Bowl halftime show remains deeply rooted in American culture. Selection prioritizes familiarity among mainstream U.S. audiences through radio airplay, sports broadcasts, commercials, and public spaces. For a K-pop act to succeed on this stage, their presence must already be woven into everyday American life.

This is precisely what makes appearances like Joshua's and Rosé's so significant—they're building that essential cultural familiarity.

Media Coverage and Cultural Impact

Major U.S. entertainment and fashion outlets took notice of Joshua's attendance. The Hollywood Reporter, Cosmopolitan, Teen Vogue, and Vogue Singapore all featured the SEVENTEEN member in their Super Bowl coverage, treating him as noteworthy as any Hollywood A-lister.

The Express Tribune noted that Joshua's appearance represented his continued effort to expand his presence in the United States, describing it as part of "growing his US profile."

The Final Score

Beyond the Patriots vs. Seahawks matchup (Seahawks won 29-13), Super Bowl LX will be remembered as another step forward in K-pop's American journey. Whether through controversial viral moments, successful brand partnerships, or advertising debuts, K-pop artists demonstrated they belong on the world's biggest stages.

As Joshua himself said while walking through Levi's Stadium: Sometimes showing up is half the battle. And on February 8, 2026, K-pop definitely showed up.