South Korean boy band, Stray Kids just smashed through a glass ceiling, becoming the first act in the nearly 69-year history of the Billboard 200 to debut at No. 1 with their first six albums. Their latest release, HOP, opened with a jaw-dropping 187,000 equivalent album units in its first week. Mariah Carey’s Merry Christmas closed out the top 10 with 56,000 equivalent album units. This record-breaking milestone makes them a brand to watch. So what can we learn from the success of this brand savvy K-Pop group? Here’s how Stray Kids are breaking records—and the resulting lessons leaders can learn.
1. Consistency Wins Hearts, Innovation Keeps Them Beating
Stray Kids sixth number one demonstrates the power of consistently delivering on their audiences wants and need. But consistency alone isn’t enough. The Stray Kids brand is unafraid of being disruptive and continuously reinvents themselves with fresh sounds, boundary-pushing visuals, and even innovative sales strategies. For instance, HOP sold 171,000 physical copies in its first week, driven by collectible-packed CDs—a savvy approach to pressing brand refresh on a significantly declining medium. Their earlier release, 5-STAR, also debuted at No. 1, further cementing their dominance. I emphasize the important of brands being disruptive and taking greater risks in my book, The Kim Kardashian Principle.
A study in the Journal of Brand Management examines audience behaviors towards brand extensions in fast fashion brands. It suggests that while consistency in brand concept is crucial, innovation in product features is also significant in driving consumer interest. This balance between familiarity and novelty keeps Stray Kids at the top—a consistent brand sets expectations, but an innovative one exceeds them. Keep your audience guessing in the best possible way.
2. Your Community Is Your Secret Weapon
Stray Kids don’t just have fans; they have an army of what I call brand fanatics. Brand fanatics form deeper, more passionate connections with brands than regular fans. Stray Kids global fanbase, called STAYs—think the equivalent of Taylor Swift’s Swifties—don’t merely ‘buy’ their music—they embody the Stray Kids brand and become their biggest brand ambassadors. From trending hashtags to sold-out tours, STAYs are an integral part of the group’s success and of equal importance an integral part of their marketing machine. And the relationship between Stray Kids and their fans is reciprocal. By offering personalized fan experiences, exclusive merch drops, and open communication, the group makes their audience feel seen, heard and valued.
This exact sense of belonging translates into powerful brand loyalty. Research by Deloitte found that brands that excel at personalization—a key aspect of building strong customer relationships—are 48% more likely to have exceeded their revenue goals and 71% more likely to report improved customer loyalty. Additionally, companies that prioritize customer experience personalization through mobile apps and loyalty programs see higher engagement and satisfaction rates. Why? Because communities create emotional connections—and as I’ve said before, strong brands build strong emotional connections with audiences that drive action.
Stray Kids’ connection with fans has also driven impressive milestones, including being recognized as the “Best K-pop Album” winners and ranking high on the Gaon Album charts. To grow your brand, leaders might want to consider treating their audience like collaborators. Celebrate them. Engage them. And most importantly, listen to them. The interesting thing about Stray Kids and other K-Pop bands like BTS and Black Pink is that they focus less on selling a product; and more on building a brand movement.
3. Relevance Is Currency
I often emphasize the need for brands to imbue a strong cultural currency—cultural relevance is no longer optional—it’s essential. Stray Kids’ dominance isn’t just about their music; it’s about their ability to build a brand that is culturally relevant across a variety of different countries and markets—not an easy task. But Stray Kids aren’t just riding the K-pop wave—they’re shaping it. From their lyrical themes to their bold fashion to their unique images, they’ve positioned themselves as leaders in a global cultural movement. Their achievements include being part of the “27 mostly non-English-language albums” to top the Billboard 200—a testament to the growing global reach of Korean music and their brand’s ability to engage multiple audiences and mindsets.
A McKinsey report highlights that U.S. millennials are almost four times more likely than baby boomers to avoid buying products from large food companies and almost six times more likely to find newer brands better or more innovative. Additionally, a study by Harvard Business Review found that 70% of global consumers prefer to buy products from brands that understand their culture and values. Stray Kids’ success underscores that relevance isn’t just about following trends—it’s about creating them.
For leaders, this means keeping a pulse on culture, aiming to spontaneously emerge within the culture and finding authentic ways to engage. What’s shaping your audience’s worldview? What values do they prioritize? Brands that resonate culturally aren’t just chosen—they’re celebrated.
4. Create an Experience, Not Just a Product
Stray Kids have turned buying an album into a full-fledged experience. HOP was available in seven CD variants, each packed with collectible items like photocards, posters, and trading cards. Some editions were even exclusive to retailers like Target and Walmart, creating scarcity and driving demand. This strategy follows in the footsteps of their earlier releases, which also leveraged similar tactics, including their “Biggest-selling Global Album” recognition.
This strategy isn’t just smart—it’s effective. A study by Simon-Kucher & Partners found that over a third (34%) of global consumers are willing to pay more for sustainable products or services, with younger generations like Generation Z (39%) and Millennials (42%) leading this trend. And, Nielsen’s insights reveal that consumers are increasingly seeking personalized and engaging experiences from brands, which can influence their purchasing decisions. Stray Kids prove that a product alone isn’t enough in today’s market. People want to feel something—excitement, nostalgia, connection.
Brand leaders must create emotional experiences that captivate and engage. Whether it’s through thoughtful packaging, interactive campaigns, or personalized services, the goal is to leave a lasting impression.
5. Break the Rules, But Know the Game
Stray Kids didn’t follow a traditional path to global stardom. They leaned into their uniqueness, blending genres and languages to create a sound that’s entirely their own. Their music is mostly in Korean, yet they’ve become a global phenomenon. In fact, HOP marks the 27th mostly non-English-language album to top the Billboard 200—a trend that’s gaining momentum since BTS first hit the chart in 2018 with their Gaon Album achievements.
This willingness to break the rules works because they understand the game. They know what their fans want, what the market values, and how to deliver both without compromising their identity, their DNA as a Korean born and raised band. Their Billboard Music recognition further highlights their ability to dominate multiple categories, from album units to Billboard Hot rankings.
Innovation doesn’t mean just ignoring the rules—it means creating new ones. Stray Kids show that true success lies in staying authentic to their value proposition and their DNA—not feeling the need to dilute their identity—and finding common ground with global audiences.
Rewriting The Rules
Stray Kids’ record-breaking success isn’t just a music industry milestone—it’s a branding blueprint. The K-Pop brand has mastered the art of building loyalty, staying culturally relevant, and innovating fearlessly. And their story is proof that the principles of great branding are universal, whether you’re building a music brand or a consumer product brand.
So, what’s the big takeaway? The best brands don’t just create Billboard music hits—they create movements. They don’t just follow trends—they set them. And they don’t just attract audiences—they inspire advocates. Deliver consistently but never stop pushing boundaries, build a community rather than just a customer base, stay relevant by leading instead of following, create experiences that leave lasting impressions, and be bold enough to break the rules while smart enough to play the game.
There is no doubt in my mind that Stray Kids and other K-pop brands teach us many lessons in building brands with global appeal. Of the 27 mostly non-English-language albums to reach No. 1, 18 are mostly Korean, five mostly (or all) Spanish, one mostly Italian, one entirely French, and two mostly a blend of Spanish, Italian, and French. So if Stray Kids teach us anything, it’s that the best way to break branding records is to rewrite the rules.
Named Esquire’s Influencer Of The Year, Jeetendr Sehdev is a media personality, international speaker and the author of the New York Times bestselling sensation, The Kim Kardashian Principle: Why Shameless Sells (and How to Do It Right.)