Korean popular music (k-pop) has taken off in the last decade and became a global phenomenon with fans all around the world. K-pop is not only a music genre, it is an entire industry that produces a huge amount of media content. With globalization and the spread of Internet and social media, k-pop had a breakthrough on the world music market and with that it unveiled a lot of discrimination and toxicity it has towards foreigners. Although it may not be noticed in public in Croatia, unlike the media coverage in the US and the UK, the fact that there is an association in Zagreb that represents k-pop tells us that this phenomenon is in fact present on the local level. In addition to the local, I will also see into its global impact via interviews. What is very interesting, and what I will try to explore in more detail in this paper, is that people who do not listen to k-pop or are not informed about the industry often do not even know about its existence and the global impact it has. K-pop is, therefore, a global phenomenon of enormous proportions that a large number of people have never heard of. The globalization that takes place here is odd because at the same time k-pop reaches individuals in all parts of the world and it doesn't reach a large amount of people in those same societies.