Geopolitics of Pop: Why the West is *NSYNC and the Global South is Backstreet Boys
If we view the current world order through the lens of late-90s pop culture, the structural fragility of the Western alliance becomes immediately clear: The West is *NSYNC.
For decades, the Atlantic order has functioned like a group revolving entirely around one charismatic frontman: the United States. The system works as long as the star is center stage. However, just as *NSYNC ceased to be relevant the moment Justin Timberlake walked away to pursue a solo career, the Western alliance faces an existential crisis if America turns toward isolationism. If the U.S. “goes solo,” the remaining members Europe and traditional allies are left as backup dancers without a lead, struggling to sell tickets.
In contrast, the emerging Global South functions more like the Backstreet Boys. It is an ensemble act that doesn’t rely on a single, domineering soloist to survive. Instead of star power, they rely on a pragmatic division of labor that creates a resilient harmony. In this multipolar arrangement, no one needs to be the “Justin.” Instead, Brazil provides the food security, Russia supplies the energy and defense architecture, Africa contributes the critical minerals, and China powers the industrial engine. While the West worries about its frontman leaving the stage, the Global South is building a synchronized ecosystem where the performance relies on the collective, not the individual.
