As South Korea grapples with heavy rains and the growing concerns surrounding its unwavering coal addiction, an unexpected group has emerged as environmental advocates – K-pop fans. On the picturesque beach of Maengbang, a site made famous by BTS’s hit song “Butter,” these passionate fans are staging a protest against the construction of a nearby coal-burning power plant. Their activism highlights not only the destruction of a beloved spot but also their commitment to addressing the pressing issue of climate change.
Located just six miles away from the serene shores of Maengbang, a coal-burning power plant is under construction, anticipated to commence operations as early as October. K-pop enthusiasts, who consider this beach a pilgrimage site, joined forces with protest group Kpop4planet and nonprofit Korea Beyond Coal to launch the “Save the Butter Beach” campaign in 2021. Leveraging their global influence, these fans aim to raise awareness about the environmental impact of President Yoon Suk Yeol’s approach to climate change.
While K-pop fans’ efforts may not halt the construction of the coal-fired plant, their advocacy underscores the concerns surrounding South Korea’s energy policies. Yoon’s government has scaled back targets for solar and wind energy deployment, favoring the expansion of nuclear plants and the use of carbon offsets. Coal is projected to still account for 20% of South Korea’s power generation by the end of the decade, with substantial coal-fired power capacity being added in the coming years.
Critics argue that the addition of new coal plants risks prolonging the use of highly polluting power sources. The coal plant near Butter Beach is forecasted to emit over 13 million tons of greenhouse gases annually. Notably, the cost of this plant could have been redirected towards adding significant solar or wind power capacity. This reality has left many, including environmental experts such as Professor Hong Jong-ho of Seoul National University, concerned about South Korea’s energy transition.
Partnering with K-pop fans has proven to be an effective strategy in amplifying the anti-coal message. Their social media presence, organization, and reach have propelled the local matter of the coal plant to global attention. A joint petition by Kpop4planet and Korea Beyond Coal garnered approximately 50,000 signatures, an unprecedented achievement for a local climate campaign. By utilizing the influence of K-pop enthusiasts, the campaign hopes to shed light on the negative consequences of the coal plant while fostering a public conversation about sustainable energy alternatives.
The construction of the coal plant has already disrupted the tranquility of Samcheok, impacting the daily lives of its residents. Coal transportation by trucks has begun, causing a constant stream of coal-loaded vehicles through the town. This has fueled the determination of residents like Ma Kyungman, a strawberry farmer, who continue to protest against the coal plant and nuclear energy. Moreover, the influx of equipment and construction activities has transformed the once idyllic view at Maengbang, compromising the experience for tourists drawn to the BTS connection.
As South Korea grapples with the environmental consequences of its coal addiction, the passionate activism of K-pop fans has created a catalyst for change. The “Save the Butter Beach” campaign not only raises concerns about the specific coal plant but also sparks a larger conversation about the country’s energy transition. Through their dedication and amplified voices, K-pop fans are showcasing the power of collective action and advocating for a sustainable future free from the damages of coal power.
Market Capital Research 