What K-Pop Can Teach Every Business About Market Creation

At Kind Seoul in Seoul, South Korea, the venue became the country’s first permanent Auracast installation, unveiled during the Seoul Session of the 37th World Congress of Audiology. The intimate performance featured Big Ocean, the first K-pop boy band whose members all live with hearing loss; members Kim Ji-seok, PJ, and Lee Chan-yeon are highlighted. Auracast delivered multiple audio streams across the room, including a live performance track and Korean-English translation, with some listeners using hearing aids, earbuds, or the venue's receivers. The setup demonstrates how accessible technology can redefine audience experiences and help create new markets.

Kind Seoul’s installation underscores a broader lesson in market creation: accessibility can unlock demand by tailoring experiences to diverse needs. The room allowed deaf, hard-of-hearing, and hearing patrons to sit side by side and access different streams. The event aligns with GN Group’s push into assistive audio and signals growing interest in Auracast-enabled public spaces. The demo emphasizes that technology and venue design can be as transformative as the performers themselves for inclusive entertainment.