The ‘culture of light sticks’, a symbol of K-pop, is making a ‘bold attempt’ to penetrate the U.S. market, the heart of pop music.
Fanlight, a developer of light sticks, has showcased and promoted Korean-style light sticks at the ‘LDI Las Vegas Exhibition’ since the 8th of this month, accelerating efforts to break into the U.S. market. This is their second participation following last year.
In the U.S. and Europe, the concept of selling light sticks as merchandise to fans is virtually non-existent. Fanlight aims to change this by collaborating with local mainstream artists to develop new business opportunities, attracting a lot of attention.
To support this localization strategy, Fanlight has purchased a building near Hollywood in Los Angeles (5802 Willoughby Ave, Los Angeles, CA, 90038, United States), marking a full-scale effort to integrate ‘K-pop light sticks’.
Fanlight’s challenge stems from innovation in K-pop stage technology. Once simple support tools like balloons and glow sticks have evolved into technology-laden devices that synchronize with smartphones and Bluetooth, turning the entire concert venue into a vibrant ‘wave of lights’ and serving as a touching link between artists and fans.
Fanlight Chairman Choi Kyung-il, who spearheaded this innovation, founded the company in 2012 after being inspired with the idea of controlling glow sticks wirelessly at a SHINee concert. They invested 2 billion KRW over five years to develop the world’s first wireless control system and obtain a patent.
Particularly, collaboration with SM Entertainment’s group EXO was a decisive turning point in changing the paradigm of K-pop stage technology. In response to EXO’s requests, Fanlight successfully implemented advanced technologies such as group control of light sticks, pattern displays like text or hearts, integration with stage lighting devices, and song synchronization.
Subsequently, Fanlight became a leading player by producing official light sticks for prominent K-pop idol groups such as BTS, SHINee, aespa, and IVE, with its revenue surging from 14 billion KRW in 2018 to 27.5 billion KRW last year. Fanlight currently operates three branches, including those in the U.S. and Japan.
Fanlight’s wireless control technology continues to create new paradigms by maximizing communication between artists and fandoms during performances by figures like Jo Yong Pil and BLACKPINK.
In early winter 2025, performances featuring Fanlight’s light sticks in combination with laser and screen media provided fans with ‘fantastically glowing spectacles’, capturing the audience’s intense enthusiasm.
The technology of light sticks plays a vital role in encapsulating the emotions and excitement of performances, providing K-pop fans around the world with a fresh impact.
Image source: Fanlight
