EVE PINK is a mecca for K-pop fans

K-pop isn’t just a music thing or a passing fascination. For those who frequent the EVE PINK K-pop store in the Southwest Management District, K-pop is a passion that provides a sense of belonging.

The genre that exploded onto the global entertainment scene in the early 1990s continues with wide acclaim for entertainers who regularly sell out concerts worldwide. It also attracts visitors to EVE PINK to get their fix of the latest K-pop products.

On a recent weekend, aficionados immersed themselves in the store’s themed light sticks, face masks, banners, phone holders and various posters and photo albums of their favorite musical groups.

Thanks to its blend of melodies, intricate choreography, stunning production values, and alluring performers who sing and dance in synchronized perfection, it attracts the masses – in particular, young people.

“K-pop isn’t just something I really enjoy,” said Delores, 15, who shopped at the store with her mother and sister. “It makes me feel like a part of something. I love everything about it. You meet people who connect with K-pop, and you can share your love for it.”

EVE PINK is wedged in an indoor corner of the H Mart supermarket at 9896 Bellaire Blvd. Kids can browse while parents shop for food. One dad, standing outside the store as his tween daughter browsed, said a few weekends back he drove her and her K-pop crazy friend to Dallas for a concert.

“I drove back the same night. It was a long, long day, but they were very happy,” he said. “I don’t understand it, but they love it.”

The store features a bulletin board where fans can leave their Instagram or Facebook IDs on Post-it notes. The hope is they’ll get messages about items they can trade with each other (a bit like baseball cards).

That’s where Tony Pho left his contact info hoping to trade photos of members of his favorite group, ITZY.

“They’re one of the hottest girl groups around,” he said. “They’re talented and beautiful. The singing and the choreography is really amazing.”

Pho, manager of a Chinese restaurant, stays connected to ITZY through social media; he knows the age and birthdays of the young women who make up ITZY and has been following the K-pop idols since 2010 after seeing a music video at a birthday party. His love for K-pop increased when he spent three years teaching English in South Korea.

“In Seoul, there’s a show every night of the week,” he said. “I miss it a lot.”