Here is a rather unique and fantastic combination. A deaf K-pop group, a Seoul jazz club, and a permanent Auracast installation reveal how difficult markets really are.
Earlier this week, I found myself in an intimate Seoul jazz club called Kind Seoul.
I was in South Korea for the 37th World Congress of Audiology, where the GN Group had brought together hearing professionals, technology partners, media, industry leaders, and deaf and hard-of-hearing people from Korea and abroad for what it called the Seoul Session.
On paper, it was a demonstration of Auracast™, the Bluetooth broadcast audio technology beginning to appear in public spaces around the world.
What I witnessed felt much bigger than that.
The evening’s performers were Big Ocean, the first K-pop boy band whose members all live with hearing loss. Kim Ji-seok, PJ, and Lee Chan-yeon have built a devoted following through a combination of singing, dancing, Korean Sign Language (KSL), and extraordinary talent. Their fans have helped propel the group onto the global stage, earning recognition from Billboard and a place on the Forbes 30 Under 30 Asia list.
What struck me was not only the performance, but also the way it was delivered. It was the room itself. Kind Seoul had just become South Korea’s first permanent Auracast installation. Throughout the venue, people could tune directly into multiple audio streams. One carried the live performance. Another delivered Korean-English translation. Some listeners connected through hearing aids, while others used earbuds or headphones. Those without compatible devices could use the venue’s receivers.
A deaf person, a hard-of-hearing person, and a hearing person could sit side by side and experience the same performance in ways tailored to their individual needs.
It was a powerful demonstration of accessible technology, more importantly, a lesson in market creation.
The Barrier Was Never The Product
For decades, the hearing industry has focused on improving technology. Devices have become smaller, smarter, more connected, and more capable. Yet adoption rates have often lagged behind innovation.
As a lifelong hearing aid user, I have watched that disconnect play out for much of my life. Standing in that room, I found myself wondering whether the industry had misunderstood the problem.
The barrier was never the product. The barrier was permission.
Across much of Asia, hearing loss has long carried significant social stigma. Many people view it as an unavoidable sign of aging, something to conceal rather than discuss. Millions who could benefit from hearing technology never pursue it despite the availability of increasingly sophisticated solutions.
Yet Asia-Pacific is among the world’s fastest-growing hearing markets. The contradiction is revealing. The opportunity was always there. What was missing was a cultural shift.
I also found myself thinking about where I was.
In 1950, South Korea was a nation at war, much of it reduced to rubble, and its future uncertain. Today, Seoul stands among the world’s great modern cities, and Korean culture has become one of the country’s most influential exports.
K-pop did not simply entertain the world. It reshaped perceptions of what Korean culture could be. Now, unexpectedly, it may be helping reshape perceptions of accessibility, including perceptions of hearing loss.
Big Ocean did not emerge by accident. The group was created by Parastar Entertainment, whose founder and CEO, Haley Cha, has championed the idea that music can connect people regardless of how they hear. That is what makes Big Ocean so significant.
For decades, the hearing industry has largely marketed from a position of need. The message has often been straightforward: you have a problem, and this technology can help solve it. The challenge is that people rarely aspire to need, rather, aspire to possibility.
Big Ocean represents a different narrative. Their hearing aids and cochlear implants are not hidden, nor is their hearing loss treated as something to overcome before participation can begin. Instead, it is simply part of who they are as performers. Their success sends a message that resonates far beyond music. For young people across Korea and beyond, hearing technology no longer has to be viewed as a symbol of limitation. It can be part of a modern, connected, and ambitious life.
When culture changes, markets begin to move.
Culture Grants Permission. Infrastructure Creates Markets.
Culture alone is not enough, it must grant permission. Infrastructure determines whether that permission becomes a market.
Andreas Anderhov, President of GN Group, APAC and Global Sales, framed the challenge in a way that stayed with me. As he noted during the event, misconceptions about hearing loss do not simply shape how people are perceived. They also shape how environments are designed, often overlooking the complexity of hearing in dynamic, noisy settings. That is where Kind Seoul becomes more than a music venue. A small, yet impactful detail, from the evening may have been the one least visible to the audience, Auracast.
Powered by Ampetronic’s Auri™ system, the venue delivers Auracast broadcasts as part of its regular operation. What attendees experienced that evening was not a one-time event. It is now part of how Kind Seoul delivers music and programming from now on.
That distinction matters because markets do not change in response to demonstrations. They change when infrastructure becomes part of daily life. If Big Ocean represents the cultural side of market creation, Kind Seoul represents the infrastructure side. The implications extend well beyond hearing loss. The long-term vision is straightforward. People will increasingly use their hearing aids, earbuds, headphones, and devices they already carry rather than borrow specialized equipment from a venue.
Accessibility begins to look less like an accommodation and more like infrastructure. More like Wi-Fi.
Building An Ecosystem, Not Just A Technology
What struck me was GN’s natural role in bringing the ecosystem together, not simply a technology showcase. The company brought together performers, business leaders, technology providers, hearing care professionals, media, and deaf and hard-of-hearing people to experience Auracast alongside everyone else in the room.
Too often, industries discuss accessibility in conference rooms. Seoul felt different because the people the technology was designed to serve were in the room experiencing it firsthand. I have seen this before. Similar collaborations have emerged around Auracast deployments at Frankfurt Airport, where multiple stakeholders, including Samsung, Google, Sittig, and Fraport, came together to bring broadcast audio into a real-world environment.
The lesson is that markets rarely emerge from a single innovation. They emerge when multiple stakeholders move together. As Big Ocean changes perceptions and Kind Seoul provides the venue, GN connects the ecosystem for both, with a focus on participation, environments, and real-world listening experiences. Often, companies focus on products while overlooking the environment required for adoption. Successful markets need culture, infrastructure, and partnerships. They need places where consumers can experience the future for themselves. That is what happened in Seoul.
Why This Matters Beyond Hearing
As the evening unfolded, I found myself thinking less about hearing technology and more about culture, particularly jazz. As someone who loves jazz, I realized the technology had faded into the background, which is exactly what good infrastructure should do. What remained was the performance itself. That may be the most compelling aspect of what Kind Seoul has built. Whether the music is jazz, K-pop, classical, or rock, more people can now experience it on their own terms. A person with hearing loss, a visitor who needs translation, and a lifelong music lover can all share the same performance in the same room.
In the end, the story is not about Auracast. It is about access to culture. It is about ensuring that the experience of live music belongs to as many people as possible, regardless of how they hear.
Sitting in that jazz club in Seoul, bobbing my head to the music, I realized I was not listening to a hearing technology demonstration. I was watching a market unfold in which advances in technology, shifting cultural perceptions, and a growing ecosystem were finally coming together.
A new generation had decided that hearing loss did not belong in the shadows. At the same time, infrastructure was arriving to support that shift, and an ecosystem of organizations was coming together to make it real.
That is how markets truly open. Not when technology advances alone, but when culture changes, infrastructure follows, and people come together to create experiences that others want to be part of.
Every business leader waiting for a difficult market to come around should pay attention to what happened in Seoul. The market did not come around on its own. People changed the story, and then built the system to support it.
