That “APT” is a global phenomenon is an understatement. Its official music video has amassed 815 million views on the YouTube channels of Bruno Mars and Rosé since it was launched in October 2024. Add another 45 million views from the duo’s live performance in the 2024 MAMA Awards.

The catchy song ranked No. 1 in music streaming platforms such as iTunes, Apple Music, and Spotify. It also achieved an “all-kill,” a term that refers to a song reaching the top spot on all major real-time and daily music charts in South Korea.

“APT” is a song by South Korean singer and Blackpink member Rosé and American singer-songwriter Bruno Mars. It is also Rosé’s first solo single since 2021. If you happen to have lived under a rock these past few years, Blackpink is a South Korean girl group and considered the “biggest girl group in the world.” Rosé is one of its four members; the others are Jisoo, Jennie, and Lisa.

The song has taken the world by storm with its fresh beat, simple lyrics, and playful rhythm, complemented with catchy choreography and pink-colored music video. Fans of 1980s music will find the beat similar to the 1982 hit song “Mickey.” Its songwriters and record producers Michael Donald Chapman and Nicholas Barry Chinn are given writing credits for the interpolation of “Mickey” with “APT.”

The word “APT” comes from the Korean loanword 아파트 (pronounced apateu), which means apartment. It is a popular Korean drinking game that starts with everyone chanting apateu in unison (the beat is the one heard at the beginning of the song). When the leader calls out a number (let’s say 5), the players stack their hands atop one another. Whoever owns the fifth hand on top loses and has to take a shot. 

Jeremiah Estela Magoncia, a faculty member at Ateneo de Manila University’s Korean Studies Program, said the song effectively utilizes a tried-and-tested formula for commercial success—an addictive melody, simple yet engaging lyrics, and an easy-to-follow structure. “These are the hallmarks of many K-Pop songs, which are designed to stay in listeners’ heads,” he said. “Its popularity was further amplified by social media platforms like TikTok, where dance challenges and trends encouraged mass participation, spreading the song across different demographics and cultures.”

Love it or loathe it

According to Christine Estabillo, songwriter and member of the Filipino Society of Composers, Authors and Publishers, Filipinos in general love songs that they can dance to. “Remember ‘Otso-Otso?’ The lyrics don’t make sense but it’s danceable, so it became a huge hit,” she said. “When it comes to the verses of ‘APT,’ there’s not much depth in it but it’s easy to memorize.”

Magoncia asserted that while the song is based on a popular Korean drinking game, many Filipinos may be fascinated with an element of Korean culture that is both fresh and familiar. “Filipinos can relate to the idea of drinking games and local traditions,” he said.

Asked if the use of English and Korean contributed to the song’s global appeal, Dr. Kyung Min Bae, director of the University of the Philippines’ Korea Research Center and assistant professorial fellow at the Department of Linguistics, said one relevant point can be found in the discussions that arose when BTS launched most of their songs in English, and if their songs could still be classified as K-Pop. But this can be a limited perspective because artists in various countries have incorporated English into their music; hence, it’s not just “K-Pop and English.” 

The key lies in examining the context behind the language choice. Bae said one can understand it by asking if the artist and the production team created and produced songs in English to reach a wider global audience. “The context of how songs were created, in the case of K-Pop in particular, can be looked at,” she said. “Remember Wonder Girls’ ‘Nobody,’ which was sung in Korean? The chorus was in English, which appealed to the global audience. It even made Michelle Obama dance. Then later, its English version became also famous.”

It goes without saying that Filipinos’ love for K-Pop songs goes a long way back. A TikTok video (@juwonee) reposted by Korea Tourism Organization Manila in 2022 showed that the first K-Pop song that trended in the Philippines was 전화받아 (“Answer the Phone”) by South Korean singer-dancer Mina. 

In 2008, Wonder Girls released “Nobody,” which quickly became popular in the Philippines and a staple song to dance to during office Christmas parties. The song that perhaps solidified Filipinos’ love for K-Pop songs was “Gangnam Style” by singer-rapper Psy in 2012. Its catchy melody, amusing dance steps, and funny music video have cemented K-Pop’s global impact and popularity in the Philippines. To date, the “Gangnam Style” video has earned 5.4 billion views on Psy’s YouTube channel.

Has “APT” peaked? With nearly a billion views and ubiquitous TikTok presence, has the song become more annoying than enjoyable?

Monica B., a 36-year-old mom to two girls, is a confessed K-Pop fan and Blink (a Blackpink fan). She admitted that Lisa is her original bias (a term that refers to fans’ favorite K-Pop group member) but said that with the launch of “APT,” her bias has now become Rosé. “I like the song because it’s catchy and danceable,” she said. “I danced it during a gathering with friends, and my kids performed it during family Christmas parties.” 

Karla S., entrepreneur and mom to teenage girls, shares the appreciation for the song. Although not a Blink, she became interested in the group after watching the Netflix documentary on it. She particularly loved the mashup of “APT” and the UP chant. “It’s one of those songs that I don’t mind hearing even if it’s on repeat on many different Reels,” she said.

Candy V., however, believes that the song’s popularity has become excessive. Despite being a K-Pop fan who regularly attends concerts, she feels the overwhelming number of dance covers on social media has diminished the song’s appeal. ‘Seeing all these dance videos on my social media feed has become annoying,’ she said.

Common practice

Magoncia said the collaboration of two major artists with massive fan bases is common practice, not just in South Korea or the global scene but also in the Philippine music industry. In the past few years, fans have seen the trend of Korean idols working closely with Western acts. British rock band Coldplay and Korean boy group 방탄소년단 or BTS released the song “My Universe” in 2021, followed by BTS member Jin’s debut single “The Astronaut,” which was co-written with Coldplay. 

The success of “APT” offers insights for the music industry and artists. Although this strategy increases a song’s chances of being a hit, it is never a guarantee. “There are other important factors beyond star appeal, such as song quality, relatability, and how well it connects with the audiences’ emotions or experiences,” Magoncia said.

He also said the K-Pop scene can inspire Filipino artists to draw from our culture and traditions to create music or content. “Much like how ‘Squid Game’ showcased traditional Korean children’s games, sparking global curiosity about Korean culture, ‘APT’ introduces audiences to yet another aspect of everyday Korean life,” he said. 

Rochelle Leonor is a digital marketing professional and a graduate student of MA Asian Studies (Northeast Asia-Korea) of the University of the Philippines. She may be reached at [email protected].

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