Billboard CEO Mike Van speaks during a press conference to mark the launch of Billboard Korea at a hotel in Gangnam District, Seoul, Monday. Yonhap

Billboard CEO Mike Van emphasized his commitment to elevating K-pop beyond merely a music genre to a cultural phenomenon, during his visit to Korea to celebrate the upcoming launch of Billboard Korea in June.

"We recognize the significance of K-pop and K-music not just as a music genre, but as a cultural movement that continues to transcend borders and redefine the landscape of the global entertainment industry. We are pleased to further amplify the beauty of K-music through Billboard," Van said during a press conference at a hotel in Seoul's Gangnam District, Monday.

Accompanied by Kim Yu-na, the CEO and publisher of Billboard Korea, Van discussed the upcoming launch of the magazine and its broader implications as Billboard Korea is set to officially launch in June with its first issue, "Billboard K Vol.1."

He also likened the role of Billboard Korea to that of a "cultural ambassador," expressing his determination to showcase the limitless potential of the Korean music industry.

"Billboard Korea will serve as a cultural ambassador and the go-to destination for all things in K-pop, K-music and K-culture. Bound by the universal language of music, we are truly excited to embark on this journey. We invite you to join us in celebrating the endless possibilities that lie ahead for the Korean music industry," Van added.

Billboard CEO Mike Van, left, and Billboard Korea CEO Kim Yu-na attend a press conference to mark the launch of Billboard Korea at a hotel in Gangnam District, Seoul, Monday. Yonhap

The launch marks a strategic return to the Korean market for Billboard, following an earlier engagement in the late 2000s.

Following the breakthrough success of JYP Entertainment's girl group Wonder Girls with its hit song "Nobody" (2008) in the U.S., Billboard discreetly explored opportunities in the Korean music scene. In 2009, Billboard partnered with the Korea Entertainment Producer's Association to introduce the "Billboard Korea Chart," but the initiative failed to gain traction.

Nonetheless, the attempt ignited conversations about the necessity of local charts, eventually leading to the establishment of the Gaon Chart — now the Circle Chart — in 2010.

Kim revealed a lineup of activities planned for the long-awaited launch of Billboard Korea, aiming to connect global audiences with Korea's pop music culture.

"Our official commencement will coincide with the release of 'Billboard K Vol.1' in June. This inaugural edition will not only reach a global audience but will also feature monthly photo shoots and digital releases ... Additionally, CEO Mike Van intends to unveil additional content shot with various K-pop stars during his current visit," she explained.

In response to inquiries about the future of K-pop, CEO Van expressed unwavering optimism, saying he views it as "very bright."

"The volume, frequency, quality and variations of (K-pop) projects that continue to come out and the pipeline against it is very robust. So I still see a very bright future for it."

Van also expressed ambitions to expand beyond K-pop and explore other possible music business ventures.

"Here at Billboard, we venture into all music genres. So for Billboard Korea, it's not just only about K-pop but we seek to support the entire K-music ecosystem of all genres that will come from this country," Van added.