JustUpdateOnline.com – While K-pop melodies are a constant fixture in the daily lives of young students across South Korean classrooms, the industry has rarely produced tracks specifically tailored for a younger demographic. Identifying this untapped market, former NCT member Mark Lee is stepping forward to define a new sub-genre he calls "kids-pop."
The creative vision took flight this past September with the debut of "Mark Lee & Kids-POP," a digital series hosted on the Upper Room YouTube channel. This label was established by the Canadian artist following his departure from SM Entertainment and the boy group NCT in April. Throughout the series, Mark interacts directly with children, using their personal stories and perspectives as the foundation for new musical compositions.
The demand for youth-oriented music is well-documented but often accidental. For instance, iKON’s 2018 hit "Love Scenario" became a playground anthem despite its mature themes of heartbreak. Historically, the K-pop industry has addressed this audience primarily through brand partnerships rather than original, dedicated content.
High-profile collaborations have paved the way for this crossover. In 2019, MOMOLAND’s "Banana Cha Cha" for the Pororo series sparked a massive dance trend among children. Similarly, ENHYPEN reimagined the Tayo the Little Bus theme in 2021. Even Mark’s former group, NCT Dream, previously ventured into this space by transforming into "NCT-REX" for a Pinkfong collaboration.
Recent years have seen these partnerships evolve. In May 2026, the group TWS engaged young fans with a Children’s Day dance challenge, while FIFTY FIFTY teamed up with the British animation brand Numberblocks for a holiday release. These alliances serve a dual purpose: entertainment brands gain access to a global adult fanbase, while K-pop idols secure a loyal following from the next generation of listeners.
However, Mark Lee’s initiative seeks a more authentic connection. During a recent episode filmed in Gimpo, Gyeonggi Province, Mark observed a surprising trend while visiting a karaoke room with two young children. When he performed his English-language track "Too Much," the children were disengaged. Instead, they chose to sing classic rock and folk hits from decades ago, such as YB’s "A Flying Butterfly" and Kim Kwang-seok’s "Where Wind Comes From."
This encounter shifted Mark’s perspective on what children truly enjoy. He noted that children often resonate with music that carries a level of maturity, leading him to conclude that the best songs for kids are those that adults can also appreciate and sing along to.
Industry experts suggest that Mark’s focused approach is a rarity in the current market. While many K-pop songs become hits with children by chance, intentionally crafting content that is both catchy and age-appropriate remains a complex challenge. The goal is not merely to simplify melodies, but to create high-quality music that respects the intelligence and tastes of younger listeners while ensuring the themes remain suitable for their age group.
