[1] In 2009, according to statistics from Google Trends, online searches for K-pop began their steady increase, after the release of two smash hit singles, Super Junior's "Sorry, Sorry" and Girls' Generation's "Gee".

"[12] Psy's July 2012 hit, "Gangnam Style", took "the genre to the top of western charts," and made K-pop history.

[17] Critics said the October 2012 change in the way the magazine tallied their charts, which included digital sales, online streams and radio airplay, gave stars with a pop-oriented sound and broad crossover appeal an advantage over other artists.

"[18] In January 2013, Billboard relaunched its websites with new features, including "enhanced content for fans" on its consumer site Billboard.com, with the intent to provide more on-site reporting of festivals, award shows, and other major music events.

[19] Billboard's website is one of the most popular music publications online, and in 2013 comScore reported an average of 3.3 million visitors a month in the United States, just after Rolling Stone, and followed by Pitchfork and Spin.

[23][24] The relaunch included a new column, "K-Town", in a move to bring K-pop news, songs and music videos to its readers each week.

"[28] By July 2013, a year after "Gangnam Style", Billboard reported a continued surge and Psy's scoring again with a new hit, "Gentleman".

[29] At the end of the year, David Bevan of The Washington Post described the "distinctly fervent (and always online) K-pop fan network.

"[15] At the start of 2014, in a special to The Globe and Mail, music critic J. D. Considine[30] wrote, "Perhaps it's a mistake, then, to think of the Korean Wave as a massive tsunami.

He quoted K-Town columnist Jeff Benjamin, "K-Pop lives and breathes online," and "That's why it's been able to cross into mainstream consciousness.

[35][36] The "Billboard Korea" website at Billboard.co.kr, refreshened its image and relaunched on December 20, 2017, and included the K-Pop Hot 100 chart's weekly updates.

[39] In June, at KCON NY, he told NBC News Stephany Bai that K-pop was gaining global fans while retaining its "distinctive characteristics".

[41] In November, he contributed K-pop analysis for a Time report on artists CL, Eric Nam, and Dean's attempts to enter the mainstream music market in America.

[48] Some early examples were: Billboard Twitter Real-Time "Trending 140", Psy's "Hangover" featuring Snoop Dogg reached No.

[67] A watch was kept for collaborations of K-pop artists with mainstream American pop artists – March: "P.D.D", Rap Monster of BTS and Warren G;[68] April: "The Heartbroken (Kpop Remix)", Wonder Girls' Yubin and Justin Thorne, previously of NLT;[69] May: "Doctor Pepper", 2NE1's CL and Riff Raff and OG Maco, produced by Diplo;[70] July: "Cash Money" Brave Brothers and YG featuring Krayzie Bone;[71] and December: Psy released his album Chiljip Psy-da with tracks featuring will.i.am and Ed Sheeran.

[76] K-Town shared multiple 2015 such articles: a TV station Nickelodeon aired a K-pop inspired show Make It Pop,[77][78][79] BigBang's "Fantastic Baby" was played in the trailer of Pitch Perfect 2,[80] Randy Jackson visited Epik High backstage,[81] and Emma Stone told Conan's viewers she is obsessed with K-pop, saying it is "beyond excellent, it's the best thing you've ever seen", and her favorites were 2NE1 and Girls' Generation.

[82][83] In November 2015, Exo and Disney released "Light Saber", a song and music video for Star Wars: The Force Awakens.

[92] The top three countries with the most concerts abroad were Japan, China and the U.S.[92] The number one touring act in the study was the all-male group BigBang.

[93] K-Town interviews K-pop artists when they visit the U.S. and occasionally in Seoul;[94] and publish concert, tour, and musical release announcements and reviews.

Some interviews are videotaped at Billboard's studio in New York City and include English language subtitles and performances by the artists.

Island,[96] April: Amoeba Culture's Dynamic Duo, Primary, Zion.T and Crush,[97] June: Epik High[98] and July: BTS,[99] including their Billboard studio performance.

[132] In September 2018, Benjamin interviewed Got7 in Seoul,[94] while attending the MU:CON music industry convention and watching newer acts like Hoya, N.Flying, Kim Dong-han, Dreamcatcher and A.C.E.

Herman also contributed to Forbes.com, NBC News, TeenVogue, Entertainment Weekly, South China Morning Post and Vulture,[143][144][145][146] and authored the book "BTS: Blood, Sweat, & Tears",[147] published in English in summer 2020, with contemporary translations in Japanese,[148] Russian,[149] and German.

[150] As a K-Town columnist, Benjamin has been called upon for his opinions on K-pop from The New York Times, The Wall Street Journal, Entertainment Weekly, New York's Korea Society, Mnet America's Headliner series, Television in South Korea, NBC News, and Time, among others;[139][151][152] and has appeared in panels for KCON,[153][139] and Global Hallyu Forum 2013 Washington, D.C.[154][155] South Korean media, including South Korea's own music chart's, Gaon Music Chart,[156] has posted interviews and articles about Benjamin.