PSY says his ‘Summer Swag’ concert is the new Korean culture

If a concept sticks around long enough, it becomes style, and if a style sticks around long enough, it becomes culture — at least that’s what PSY believes of his own “Summer Swag” concerts, which have been taking place for over a decade now.

Every summer, in cities throughout the country, the infamous “Gangnam Style” (2012) star puts on his renowned concert with visitors clad in all hues of blue, dancing along to his crazy, upbeat songs and soaked from all the water being blasted out from the water cannons in the venue. The concert is informally known as the “Soaking Wet” show, or heumppeok show, in Korean.

“I believe my ‘Summer Swag’ concerts, which always feature a soaked audience because we blast water from the stage, have become a culture of its own,” said PSY, the man behind massive global hit songs such as “Gangnam Style,” “Gentleman” (2013) and “Daddy” (2015), during an online group interview with local reporters on Tuesday, just days after “PSY Summer Swag 2022,” a live film documentary on the star, was released on Disney+.

“I heard that people start losing weight and preparing for my concerts every year now,” he said. “I am very grateful that I was able to create this cultural experience for my fans.”

PSY’s “Summer Swag” concerts have taken place every year between July and August since 2011, only missing a few years during the Covid-19 pandemic. The concerts tour around the country, usually starting in Busan and stopping in major cities such as Daegu, Gwangju, Daejeon and, of course, Seoul. Special equipment has to be made for the concert, where concertgoers are blasted with water as PSY puts on his show.

“I always give it my best for my ‘Summer Swag’ concerts,” PSY said. “After each concert, I can feel my throat, from singing, and my body, from dancing, being used to the maximum. I have to put in my all, though, because if I do not, I feel that I haven’t given my best to my fans and the people who came out to the concerts — and that, I cannot live with.”

PSY sings and plans these concerts because of his deep-seated need to see people enjoy themselves and be happy, according to the singer. PSY got the inspiration for the “Summer Swag” concerts from Korea’s World Cup street cheering matches. The “Summer Swag” concerts have a dress code, just like the street cheering events where people all wear the same general color and sing along to songs.

“I feel happy when I see other people being happy, and to see others being happy through my music is something that cannot compare to anything else in this world,” PSY said. “That is the reason I sing, dance and produce my ‘Summer Swag’ concerts. It is all for the secondhand happiness I get through seeing others enjoy themselves.”

Although very proud of the fact that K-pop is receiving such a large amount of attention from global fans, PSY feels that more non-idol acts need ears and eyes. PSY received phenomenal attention through the hit “Gangnam Style” and also “Gentleman,” but unless songs are catchy dance numbers, Korean songs are hard-pressed to grab the attention of overseas fans. PSY’s song “That That” from last year also garnered recognition, but the simple chorus and dance number is similar to his past hits.

“K-pop is an acronym meaning Korean pop, but most people only know of K-pop through idols such as girl groups and boy bands,” PSY said. “I think I may be one of the few K-pop acts known globally that is not an idol group. And I am definitely one of the only K-pop acts that isn’t an idol to be given their own documentary on a major streaming platform. We need people to listen to more different kinds of K-pop.”

For those who would like to dip their toes in his “Summer Swag” but aren’t ready to take the plunge yet, PSY recommends visiting local university festivals first. He is a favorite among universities for his energy and spirit, and he said that he would “like to make a positive cycle of fans coming to university festivals then coming back to enjoy the ‘Summer Swag’ concerts.”

BY LIM JEONG-WON [lim.jeongwon@joongang.co.kr]