The globally successful pop music from South Korea follows a neoliberal mantra. K-Pop adeptly forces what neoliberalism is striving for: the market is to be expanded to all areas of life, the economic imperative is to permeate society completely. In its extreme form, this approach manifests itself in the seemingly unstoppable popular band BTS. The message of their music: Even if people are financially worse off, they should please keep working on themselves and believe in their individual success in capitalism. This article throws a critical light on the phenomenon of the neoliberal K-pop agenda.