On September 20, I had the opportunity to attend the very first edition of Krush, the new K-pop party that just landed in São Paulo to shake up the nightlife scene. The event was created by partners Luís Cho, Felipe Kim Shin, Alex Nu Ree Kim and Cristian Lee, all Korean or of Korean descent, and from the very beginning, you could feel the care and passion for culture infused into every detail.
Right at the entrance, the experience already started on a high note: there was a free photo booth for all guests. I had so much fun capturing moments of the night, and I noticed how this activation helped break the ice and set everyone up for the dance floor. On top of that, as a special guest, I received a welcome drink from Jinro, a strawberry soju shot, the perfect start to the evening. Another unique detail was tattoo artist Rapha Cho, from Bom Retiro, who was doing exclusive flash tattoos, and many people took the chance to immortalize the moment with their own keepsake.
Even before the event itself, guests received a personalized press kit from Krush, filled with special items to create pre-event content. I thought it was brilliant, as it showed that the organizers were thinking about the audience experience far beyond the dance floor. For those interested, these items were also available for purchase during the party, a way for everyone to take a little piece of Krush home.
Going down the stairs of Princesa Tower, the atmosphere shifted completely: the dance floor was packed and electric. Influencers, entrepreneurs, DJs, actors and K-pop fans were all gathered there, creating an environment that felt like an entire community celebrating its passion in one place. It was incredible to see so many people connected by the same energy and love for Korean music, with no hierarchies or prejudice.
The drinks were Korean classics with a Brazilian twist, and guests could even grab a hot serving of tteokbokki, perfect for those who wanted to keep dancing without worrying about an empty stomach.
The musical lineup was breathtaking:
• DJs Bea Belo, Bonnie B and Yuki delivered sets ranging from K-pop to electronic, keeping the crowd energized
• Dance cover group New Crias impressed with flawless choreographies
• Korean DJ Hyuny gave a special performance alongside Tollendal and Impala, creating unforgettable moments of music and dance
• The much-anticipated MC Kekel took the stage close to 4 a.m., bringing Brazilian funk to Krush and making everyone let loose
• And to close the night, Isax delivered a memorable and emotional finale
On the dance floor, I moved from BTS to Katseye, with sprinkles of Brazilian funk that made everything more fun and unexpected. Honestly, it was impossible to stand still. The crowd’s energy, the music, the lights and even the scent of the Korean food all contributed to a full immersion in Korean culture.
Even though I have never been to clubs in Itaewon or Seoul, I can say that on that night I felt an incredible closeness to Korea. Krush achieved something many pop culture events only strive for: bringing together fans, artists and content creators in a safe, fun and authentic space where the sole purpose was to celebrate K-pop in all its intensity.
For me, as a K-pop fan, Krush was much more than a party. It was a complete experience, a cultural immersion, a reunion with both new and old friends, and a reminder of how music can bring people of different backgrounds together through the same passion.
If Krush keeps up this level, I am certain it will become a cultural landmark for Korean culture in São Paulo, and I cannot wait for the next edition.
How about this article?
- Like1
- Support1
- Amazing21
- Sad0
- Curious0
- Insightful0
