KEY from SHINee recently sat down with CLASH to converse about his 'KEYLAND: UNCANNY VALLEY' US tour, his performance at Abbey Road Studios in 2011, and how 'Kpop Demon Hunters' was a significant milestone for K-culture worldwide.
Since debuting with the iconic K-pop group SHINee in 2008, KEY has experienced the evolution of K-pop into the global sensation it is today.
His understanding of K-pop's increasing global influence deepened during his world tours with SHINee. He recalls noticing the primarily Korean-American audience during his first performance in the US in 2010 at SMTown in Los Angeles.
In contrast, during his subsequent US performances, he observed a shift in the audience's demographic, as K-pop began to resonate with fans of various ethnicities and ages.
As the genre's popularity surged by 2025, KEY attributes the growing fascination with all facets of Korean culture to 'KPop Demon Hunters.'
This year has been significant for the K-pop star, marked by the release of his third full-length album, 'HUNTER,' which reflects his distinct musical identity as he brings ambitious themes around horror and urban legends to the forefront.
To promote his latest release, KEY will embark on his 'KEYLAND: UNCANNY VALLEY' tour across the US, showcasing a new aspect of himself.
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What can fans anticipate from your 'KEYLAND: UNCANNY VALLEY' US tour?
The in-person experience will be profoundly emotional, and I’m thrilled to connect with fans face-to-face. While online performances allow me to reach fans who cannot come to Korea, this will provide a more intimate setting.
How did the Asia leg of the tour feel?
Honestly, it's a smaller-scale show compared to venues in Korea. I can’t use UFO visuals or LED displays; it doesn't bother me much. In this internet age, performing for fans is crucial—it's what truly matters in show business.
How will the Uncanny Valley themes be integrated into the choreography and visuals?
For key tracks from Uncanny Valley like 'Strange,' 'Trapped,' and 'Novocaine,' I opted not to dance. Instead, I utilized lighting, facial expressions, and gestures. The primary theme was Horror, so I aimed to convey that without dancing. The setlist opens with 'Strange' followed by 'Helium,' which retains its original choreography without any modifications.
However, compared to my performances before Uncanny Valley, even when singing the same songs and choreography, my expression is vastly different because of Uncanny Valley. Within the same song and routine, I can alter the mood and vibe.
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What drew you to the Uncanny Valley concept?
One major theme for my album 'HUNTER' was "Horror." I respect Michael Jackson’s 'Thriller’ with zombies and monsters, but I aimed to avoid clichés like a simple zombie or an Asian ghost. Instead, I wanted to explore the complexities of Horror through urban legends or the Uncanny Valley—something familiar yet unsettling, achieved without blood.
I enjoy listening to podcasts about urban legends; they lead you down intriguing paths!
Yes! My two dogs even turned into monsters on the posters, which was a fun task.
As you return to the US for this tour, what memories do you have of your initial US performances and your feelings during them?
I can’t recall my first US show, but I remember that a large part of the audience was Korean-American. Then, during my next visit for SMTown, the crowd was a diverse mix. It was fascinating—people from all backgrounds were present, but they couldn't speak Korean, which prompted some older artists to release English versions of original K-pop songs. Recently, fans seem less interested in English versions of K-pop, which is intriguing.
Some artists release original songs in English, and that's acceptable, but fans don’t seem to appreciate changing original K-pop into English versions. I believe much of this shift is due to 'Kpop Demon Hunters,' which truly changed the landscape for K-pop.
Why do you consider it a game-changer?
There are many foreigners in Seoul now who wish to visit places featured in 'Kpop Demon Hunters.' During my university days, I researched what aspects of Korean culture foreigners loved most—movies, dramas, K-pop, and food. Initially, K-food ranked lower in popularity, but after the show aired, it climbed to second or third, sparking wider interest in Korean cuisine. My friends in America mentioned how they faced mockery over the smell of Korean snacks in school because people weren't accustomed to it. However, preferences have evolved recently, with more people willing to embrace Korean food, all thanks to the movie.
The director, Maggie Kang, mentioned SHINee's influence when they created 'Saja Boys'; it made me feel grateful.
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It's amazing to witness!
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KEY from SHINee talks with CLASH about his US tour ‘KEYLAND: UNCANNY VALLEY’, his experience performing at Abbey Road Studios in 2011, and his thoughts on Kpop Demon Hunters.