Hong Joong in the Studio: A Captain at the Mixing Console
So here's a snapshot that pretty much sums up where ATEEZ's Hong Joong (Kim Hong-joong, 27) is at right now β seated at a mixing console, headband on, chin resting in one hand, eyes locked onto a wall of audio equipment and monitors. He posted the photo to his Instagram on July 24th, and while it's a quiet, almost casual moment, it says a lot about where his head is.
For those less familiar with ATEEZ, the group debuted in October 2018 under KQ Entertainment with their first mini-album TREASURE EP.1: All To Zero, and they've since built one of the most devoted global fanbases in K-pop β known as ATINY. Hong Joong serves as the group's captain and main rapper, but his role behind the scenes has grown just as significantly as his stage presence.
From Rapper to Full-Blown Producer
What's really interesting is the scale of what Hong Joong has built as a songwriter and producer. As of late 2025, he had registered 167 songs under his name β a number that puts him firmly among the top producer-idols in the industry. He's contributed across all of ATEEZ's major album series, from the TREASURE and ZERO: FEVER runs through to the ongoing GOLDEN HOUR series.
His most recent standalone producer credit comes from ATEEZ's 12th mini-album, GOLDEN HOUR: Part.3 'In Your Fantasy Edition', which features his solo track "NO1 (νμ€)" β a song where his name appears alone in the credits, signaling a clear statement of artistic identity. That project has apparently kept him busy in the studio well into 2026, and from the look of that Instagram photo, he's not slowing down.
He's also been branching out beyond the group's main discography. Earlier in 2026, he contributed to the OST for Ssilluk 2, a Korean drama, with the track "Me Crazy & Your Journey" β another example of him quietly expanding his portfolio across different formats.
Next Up: DJ Hong Joong at EDC Korea 2026
And here's where things get genuinely exciting. Hong Joong is set to take the stage at EDC Korea 2026 β one of the biggest electronic dance music festivals in the region β not as a rapper or performer in the traditional K-pop sense, but as a DJ, billed under his solo project name "NO1." He's already shared footage from the event's announcement, expressing how much he's looking forward to that weekend with fans.
He's also reportedly preparing his first solo concert, which would mark yet another milestone in what has become a remarkably multi-layered career: captain, main rapper, songwriter, producer, fashion ambassador (he became the first Korean global ambassador for Balmain), visual artist, and now DJ.
Beyond the music, Hong Joong has been consistently active in social causes β participating in the Polished Man campaign against child abuse, wearing yellow bracelets and ribbons in memory of the Sewol ferry tragedy, and supporting organizations focused on children with heart disease, LGBTQ+ youth, and UNICEF's global child welfare programs.
K-Pop Merch Is Driving a Cross-Border Shopping Boom
Now, let's zoom out a little β because while Hong Joong is deep in studio sessions, the global appetite for K-pop products is hitting record numbers, and the data is pretty striking.
Delivered Korea, a cross-border shopping agent platform that helps international fans buy Korean products and ship them abroad, just released its transaction data for the first half of 2026. The headline number: approximately 39 billion Korean won (roughly $28 million USD) in total gross merchandise volume β a 34.2% jump compared to the same period last year.
What Are People Actually Buying?
So here's the breakdown of what's moving off the shelves:
- K-pop merchandise β 40.6% of all sales
- K-fashion β 30.6%
- Toys and collectibles β 15.4%
- Home and living products β 6.5%
- Other β 6.9%
Combined, K-pop goods and K-fashion made up 71.2% of total transactions. That's not a coincidence β it reflects a well-documented pattern where engagement with Korean pop culture tends to pull consumers toward other Korean products over time.
The most searched K-pop keyword on the platform? Stray Kids, a nine-member boy group under JYP Entertainment that has been one of the genre's biggest global acts in recent years. BTS, NCT WISH, ENHYPEN, and ATEEZ rounded out the top search terms β showing that the demand is genuinely spread across multiple fandoms rather than concentrated in one place.
Who's Buying, and From Where?
The United States leads the pack by a wide margin, accounting for 31.7% of all purchases. Japan comes in second at 24.7%, meaning those two countries alone represent more than half β 56.4% β of the platform's total transaction volume. The UK (4.6%), Germany (4.3%), and Singapore (3.9%) follow, showing that the demand extends across Europe and Southeast Asia as well.
What's driving all of this? A lot of it comes down to exclusivity. Many K-pop artist merchandise items β photo cards, limited-edition albums, fan club packages β are only sold through Korean retail channels or official online stores that don't ship internationally. Platforms like Delivered Korea fill that gap by acting as a proxy buyer and shipper, consolidating multiple orders and handling logistics to over 220 countries and regions.
The Broader Hallyu Effect
There's also a macro story here that's worth mentioning. The Korea Creative Content Agency has previously found that every $100 million increase in Hallyu (the Korean Wave) industry exports generates roughly $202 million in additional exports across related sectors like cosmetics, fashion, food, and tourism. The Delivered Korea data appears to validate that multiplier effect in real time β K-pop interest is clearly functioning as a gateway into broader Korean consumer culture.
"Through transaction data from the first half of the year, we confirmed that global consumption centered on K-culture is leading to actual purchases. Based on data-driven market analysis and global sales infrastructure, we will strengthen support to help domestic brands and sellers connect more effectively with overseas consumers."
β Kim Jong-ik, CEO of Delivered Korea
The platform also offers a B2B service called Delivered Partners, which allows Korean brands and independent sellers to tap into global demand without having to build their own international logistics infrastructure β a meaningful tool for smaller Korean businesses trying to ride the Hallyu wave.
One More Thing: Korea Is Training Its Next Healthcare Supply Chain Experts
On a completely different note β and this one is for anyone working in or studying the healthcare sector β there's a meaningful development happening in Korea's professional education space. EasyMedicom, a medical group purchasing organization (GPO) that manages procurement on behalf of hospitals and healthcare institutions, has announced a partnership with ISM Korea to introduce internationally certified supply chain courses to Korea for the first time.
The two certifications being brought in are the CHSCA (Certified Healthcare Supply Chain Analyst) and CHSCM (Certified Healthcare Supply Chain Manager), both accredited by the U.S.-based ISCEA (International Supply Chain Education Alliance). The courses are being targeted for launch in October 2026.
The goal is to train professionals who understand both the general principles of procurement and supply chain management and the very specific demands of the healthcare industry β think regulatory compliance, medical-grade quality standards, and risk management during supply disruptions. Those are skills that generic supply chain training doesn't always cover in depth.
The target audience includes hospital procurement staff, supply chain professionals at pharmaceutical and biotech companies, and students or career-changers looking to break into the healthcare logistics field. Given how the COVID-19 pandemic exposed vulnerabilities in global medical supply chains, this kind of specialized training is arriving at exactly the right moment.
This article is based on reports from Thefirstmedia, Topstarnews, Venturesquare.
