Even before I entered the venue of K-Town 3.0, a one-stop celebration of Korean culture, the energy at the box office was electric. The fans were buzzing, cheering loudly every time a snippet leaked from the afternoon’s soundchecks. The queue was a lively mix of 10-year-old kids and their parents, working millennials, and Gen Z adults — a testament to the ever-evolving demographic of the desi K-pop fanbase.
As soon as I stepped inside, I found myself swept up in this unspoken bond, as people handed out photo cards and custom banners to support the headliners — no introductions needed. Before I knew it, I was scrambling to stash all the freebies in my tiny bag (Mental note: carry a tote next time).
Despite the sweltering Mumbai heat, fans were looking their best, emulating the essence of their idols. While Taemin fans were repping turquoise, or “Aqua-pearl” — the official color of the Shinee fandom — others were sporting looks from different K-pop eras, with styles inspired by the 2000s and 2016 both making an appearance, complete with lightsticks and fan-made merch, of course.
Beyond the drama, chaos, and fan wars, K-fandoms have this incredibly underrated yet endearing side, one that offers a sense of community and belonging.
At K-Town 3.0, strangers became one as fans from across the country gathered, dancing their hearts out in a parking lot-turned-K-pop-hotspot. While some were queuing up at merchandise stalls, others were rehearsing their poses before entering the themed photo booths. The scent of ramen, fried corn dogs, and sweet treats wafted in the air, perfectly harmonizing with the K-classics blasting through the speakers. My shoulders couldn’t stop grooving to the infectious beat of TWICE’s “This Is For.” Some were still recovering from the photo-ops with their chosen idols. “Jey just touched my hand!” a girl shrieked as she ran towards her friends.
As the sun set, the audience geared up for the much-awaited performances, featuring a multi-genre, back-to-back lineup of Jey, Bang Ye-dam, Onewe, Taemin, and SUPER JUNIOR-D&E. Queues had already begun forming towards the stage as early as 4 PM, with fans patiently saving their spots for what was to come.
As the evening drew closer, Korean-Australian rapper and singer Jey opened the stage, serenading the audience with songs like “How To Love” and “24 Hour.” Unabashedly flirtatious, he let his moves do the talking, controlling the tempo of emotions with a setlist of slow and fast-paced tracks. A former YG member, Jey is part of the FA crew, a South Korean record label consisting of artists ranging from musicians to graphic designers and stylists.
Next up, Bang Ye-dam, with his boy-next-door charm, wooed the audience with tracks like “Fallin,” “We Good,” and “TMB,” never once breaking eye contact with a few lucky fans (I wonder how they’re recovering). Amping up the crowd by encouraging them to sing along to his complex riffs and runs, he successfully garnered some laughs along the way. Ye-dam’s infectious energy extended beyond his onstage presence and theatrics, concluding the event on a high note. Spraying a bottle of water during “Come To Me,” he momentarily relieved viewers from the Mumbai heat.
Taking a sharp turn from the gushy R&B, Onewe, a five-member alternative band, began setting up their stage for the soundcheck. The mix had Yonghoon (lead vocalist), along with Giuk (lead rapper), Dongmyeong (vocals and piano), Kanghyun (guitarist), and Harin (drummer). Everything about them, from Giuk’s baby-pink electric guitar to Dongmyeong’s kilt-esque wrap-around skirt, exuded “punk-rock band jamming after high school.”
I had never seen a Korean rock band perform in my hometown before, so my expectations were extremely high. And boy, did they deliver.
With tracks that could kill in a slice-of-life Japanese anime, their energy radiated across the venue, reviving even the most exhausted fans. With a tempered setlist, ranging from popular hits like “UFO” (whose intro made me ascend) to my personal pick, “Regulus,” they had people waving with their flashlights on. Never would I have thought that I’d be headbanging at a Korean showcase.
From vocalists switching between falsettos and belts to guitarists rapping while simultaneously shredding their electric accompaniment, the versatility of the members shone through the dim night sky. It’s difficult to get an unfamiliar crowd to jump on command, especially on your debut live performance — all while sweating profusely thanks to the gruelling Mumbai weather. As they ended their last song, a series of “encores” ensued. I might have lost my voice from hollering as well.
With the final headliners approaching, tension was at its peak. Taemin was about to take the stage at any moment. Fans were seen adjusting their banners, double-checking their lightsticks, and shouting out fanchants, eagerly awaiting his arrival.
As his background dancers took their positions, the lights dimmed, revealing the idol striking a majestic pose smack in the center. Opening with “Advice,” the K-pop icon performed each move with surgical precision, like it was second nature, leaving the arena awash in opalescent blue.
Taking a breather, the artist charmingly engaged with fans onstage, encouraging them to cheer based on how long they had been a “Taemate” (the name of the fanbase). The loudest cries came from the crowd when he said “15 years,” highlighting the idol’s long-standing connection to his massive fan base. Smoothly segueing back to the performance, the artist gave back-to-back hits, ranging from “Move” and “Guilty” to the sensual “Déja Vu.”
Suddenly, Taemin vanished from sight, leaving the fans yearning for more. But after a quick break, the stage was erupting with hip-hop madness, as SUPER JUNIOR-D&E made their explosive entrance with “Danger.” And what would their set be without their coveted track “Oppa Oppa”? Combining dance, rap, and vocals, the duo, consisting of Lee Dong-Hae and Eunhyuk, gave their Indian ANNIE’s enough fodder to last a lifetime.
All in all, K-town 3.0, barring its weather-based and logistical hiccups, showed once again the unfailing passion of desi K-pop fans, who, aside from being multi-talented, are every artist’s dream audience. What’s more, with Hybe finally setting up an Indian base and BTS’s much-awaited world tour lineup on the slate, K-pop is finally making significant inroads in South Asia, resonating with fans like never before.
It all comes down to being a fan — a labor of love. Although the term may be subjective, it embodies a universal sense of belonging, dedication, and celebration. What would artists be without their fandoms? These devoted supporters meticulously document their artists’ successes and setbacks, cheering them on from the sidelines, all while knowing that they are just one small part of a much larger community. And at K-Town 3.0, that spirit came alive as a testatement to the power of culture, community and rhythms that blur borders and languages.
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