Why South Korean music scene is so dominated by certain type of pop?

I have been studying Korean for a while and been looking into Korean language music. Of course every country seems to mostly have some light pop on their top lists, but I don't feel like I have had problem finding diverse genres and bands from other countries. But when I have been searching for Korean bands and especially artists singing in Korean language the exceptions to k-pop and "soft" music seem far and wide between.

And it's not like there isn't any skill or interest, I can find even gayageum covers of rock songs showing how awesome that is, but that isn't being utilised for original modern songs like it is in the neighbouring countries.