Thirteen years ago, Psy made the entire world groove to the beats of Gangnam Style. The song remained a fan favourite for a long time because of its catchy chorus, satirical edge, and unforgettable horse-riding dance. The song was released in 2012 and offered a candid take on Seoul’s affluent Gangnam district, quickly becoming a global sensation. Psy soon became the face of K-pop’s international breakthrough.
The music video for Gangnam Style became the first to surpass one billion views on YouTube, with celebrities, politicians, and fans worldwide mimicking the dance. From Britney Spears to the Former President of the US, Barack Obama, everyone joined the Gangnam craze. However, now the fans are intrigued to know where the star is over a decade later. While his wave may not reach the Western charts now, he remains a powerful force in South Korea.
The rise of Psy with Gangnam Style
Before Gangnam Style became a global hit, Psy was already a well-known name in South Korea. He made his debut with the album, Psy from the Psycho World! in 2001, which established him as a bold and unconventional artist. However, international fame followed with the release of Gangnam Style in 2012. The song gained widespread popularity on social media, peaking at No. 2 on the Billboard Hot 100. Psy’s quirky image turned him into a global icon. The South Korean government even credited him for boosting global interest in Korean culture.
What happened to Psy after the global success of Gangnam Style?
Following the success of Gangnam Style, Psy struggled to replicate the impact he had created with the 2012 hit. He followed the single with some catchy tracks like Gentleman and Daddy. However, their success remained within Asian borders. He was signed briefly with Scooter Braun’s label. Psy admitted that he doesn’t understand the mysterious magic in Gangnam Style. By the end of the 2010s, he had returned to South Korea, focusing on the local audience and evolving as an artist.
Psy’s journey after returning to South Korea
Upon his return to South Korea, Psy released three major albums. His 2017 album, 4X2=8, showed his versatility as an actor. However, it was his 2022 album, Psy 9th, that reintroduced him to the youth of South Korea. The album’s lead single, That That was co-produced and featured BTS’s Suga, making it an instant hit among the youth. The cheeky music video brought back Psy’s trademark humour and dance. However, nothing compared to what he had done with Gangnam Style. In an interview with the New York Times, he once said:
“If another good song comes along and if that thing happens again, great. If not, so be it. For now, I’ll do what I do in my rightful place.”
Psy is a phenomenal performer
Psy has built a reputation for his immaculate live performances. They are often referred to as a full body experience rather than a simple show. His annual Summer Swag Festival, which began in 2012, has grown into one of South Korea’s most iconic live events. Psy is known for his energetic performances, which often feature drenching audiences with water cannons as thousands dance to his hits.
The festival spans multiple cities each summer and draws in special celebrity guests. The 2025 edition featured 16 shows across 9 cities, with BLACKPINK’s Rose joining Psy onstage for her hit song, APT, and K-pop veteran, G-Dragon, making a surprise appearance. Talking about the festival, Psy once explained:
“I feel happy when I see other people being happy, and to see others being happy through my music is something that cannot compare to anything else in this world. That is the reason I sing, dance and produce my Summer Swag concerts. It is all for the secondhand happiness I get through seeing others enjoy themselves.”
Mentorship and rebuilding his brand after the global success of Gangnam Style
In 2019, Psy began a new journey as the founder of P Nation, a record label that aimed to nurture new K-pop talent. The label is home to powerhouse rapper Jessi, R&B singer HyunA, boy group, TNX, and others. Psy admits the responsibility is daunting. However, he loves the unpredictability of the line. His leadership has shaped careers while diversifying K-pop’s soundscape, bringing more edgy, street-inspired artistry into the mainstream.
In August 2025, Psy once again stepped into the global limelight as co-host of Apple TV+’s reality show, KPOPPED, alongside Megan Thee Stallion. The show featured collaborations with Western artists such as Patti LaBelle, Kesha, J Balvin, and members of the Spice Girls, alongside Korean acts, creating cross-cultural remixes and reintroducing Psy as both an entertainer and a cultural bridge.
Psy’s personal life and what he is up to now
Despite his flamboyant image, Psy keeps his personal life out of the spotlight. However, it’s safe to say he is an extremely grounded person and lives a peaceful life with his wife and twin daughters. He even reflected on his legacy in a conversation with CNN and shared:
“To make fun music, fun dances and bring joy to my fans … that’s my hope. I was of the same mind 10 years ago, and I think I’ll feel the same way 20 years from now as well.”
Today, Psy is no longer just the man behind the viral dance; he is also a mentor, businessman, performer, and cultural icon. While Gangnam Style will forever define a moment in internet history, Psy himself continues to evolve, reminding fans that his story is far from over.
What are your thoughts on Psy and his journey? Let us know.
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