EJAE, the Korean American composer and vocalist behind the globally successful song "Golden" from Netflix's animated film "KPop Demon Hunters," attributes her international breakthrough to the struggles she faced during her trainee years at SM Entertainment. The artist reflected on her journey during a press conference in Seoul on Wednesday, emphasizing that every challenge along the way served as a necessary stepping stone to her current success.
"Thinking back to my time as an SM trainee until I became who I am now, I believe everything happens when the time is right. Everything seems to have a reason," EJAE explained as she discussed her path to becoming the voice of the film's protagonist, Rumi. The sudden surge of international attention has been both overwhelming and rewarding for the artist, who also composed multiple songs for the film's soundtrack.
EJAE admitted that the rapid transformation in her career has been difficult to process. "Two months ago, I was just a composer, but suddenly I'm receiving such great love and attention, which is very new to me," she said. "Every day is amazing, and I'm trying to adjust." The Netflix animated film "KPop Demon Hunters," released in June, tells the story of Huntrix, a K-pop girl group who balance their pop star careers with their secret lives as demon hunters.
The film's soundtrack is dominated by "Golden," which has achieved remarkable commercial success by spending eight consecutive weeks at number one on the U.S. Billboard Hot 100. EJAE's personal experiences as a trainee, particularly the criticism she faced for her lower and huskier vocal tone, which was considered a disadvantage in the industry, deeply influenced her connection to Rumi's character and story of personal growth.
"I understood Rumi's desire to acknowledge and overcome her shortcomings," EJAE explained, noting that this emotional connection inspired the powerful high notes featured in "Golden." These vocal moments carry the song's central message of transformation from hardship to hope, reflecting both the character's journey and EJAE's own experiences in the entertainment industry.
Cultural representation was a primary focus for EJAE when creating the music for "KPop Demon Hunters." "It was most important for 'KPop Demon Hunters' to show Korean culture, so I absolutely included Korean lyrics," she emphasized. The artist expressed particular pride in witnessing international fans embrace the Korean language, describing sing-along events in the United States where non-Korean speakers enthusiastically perform the Korean chorus parts.
When discussing potential future collaborations, EJAE named several prominent K-pop artists she would like to work with. "I think aespa and my style would align well," she stated, also praising BTS member Jungkook's vocal abilities by saying, "Jungkook sings so incredibly well, doesn't he?" Additionally, she mentioned Korean singer Ailee as an artist she believes would be a perfect match for performing "Golden."
EJAE offered words of encouragement to aspiring artists and current trainees, emphasizing the importance of persistence and maintaining a positive attitude despite challenges. "The most important thing is the attitude of giving 100 percent, even if it's a small opportunity, even when you feel frustrated," she advised, drawing from her own experiences of perseverance through difficult times in the industry.
Regarding the future direction of K-pop's global expansion, EJAE believes that maintaining cultural authenticity is crucial even as the genre gains worldwide popularity. "I think that for K-pop, it's better to focus on the Korean aspects rather than trying to go too pop," she explained. "Fusion is key because just focusing on Korean culture might not be understood by local audiences, but even in that fusion, the kimchi must remain," she added, using the metaphor to emphasize the importance of preserving Korean cultural elements while making the music accessible to international audiences.
