K-pop and other South Korean pop culture products are gaining international traction, challenging North Korea's leadership as they gain popularity among the public. North Korean leader Kim Jong Un has intensified campaigns to eliminate South Korean cultural influence. A US resident from Arkansas, Nathan, discovered K-pop through his cousins in Texas, who were long-time fans, and initially pretended to dislike it before being introduced to EXO's 'Growl' music video on YouTube.