When Kpop is no longer K-pop
More and more foreign companies are joining Kpop and debuting their own groups.
At the end of June 2024, girl group KATSEYE quickly made their mark on global audiences with their first two upbeat songs, “Debut” and “Touch.”
With over one million monthly listeners on Spotify, the group has demonstrated strong growth in the international music industry.
KATSEYE is not just the result of an overnight success phenomenon. Formed by Geffen Records and HYBE, the company behind BTS, the group underwent rigorous training with young girls from all over the world.
In 2023, VCHA launched its debut product. VCHA is a collaborative project between JYP Entertainment and American music giant Republic Records. The group consists of six contestants who won the A2K music competition, also known as America2Korea.
In 2022, 7 members of XG also debuted and did promotions in Korea. Although they look like a Korean group, the members are actually 7 Japanese girls who sing songs in English and only use Korean in necessary situations.
XG is part of XGALX, a subsidiary of Avex, a Japanese entertainment conglomerate. The girl group wants the public to know them as “global group”not as a group of Kpop artists. Their management company aims to bring them to the world market.
However, the group still focuses on operations in Korea. The media compares XG’s activities in Korea to the Japanese promotions of BLACKPINK, BTS or TWICE. In addition to the Korean audience, the group also pays attention to the Japanese market similar to how NiziU does its promotions in Japan (a group under JYP Entertainment).
While following the Kpop model, Avex CEO Max Matsuura still made some questionable statements, disparaging Korean artists and their respective music industry. Despite this controversy, the group has still achieved numerous results in this market.
OCJ Newbies is another boy group following this trend. The group is part of One Cool Jasco (OCJ) Entertainment, based in Hong Kong. However, the group will debut and promote in Korea first, and then reach the international market.
However, unlike XG, OCJ Newbies are all Korean or have Korean ancestry. Some members also previously debuted as idols and appeared on popular television shows and the survival program Produce.
Kpop directs attention to the global music industry
Currently, entertainment companies in Korea are changing their strategies and placing more emphasis on the global market. In July, JYP Entertainment announced its collaboration with US-based Republic Records (Ariana Grande and Taylor Swift’s record label). The aim of this joint activity is to form a group inspired by Kpop but operating in foreign markets, similar to XG.
In recent years, popular groups like BTS and BLACKPINK are adding more international fans to their fan base, releasing songs in English to easily approach global audiences.
More and more groups are gaining ground in foreign countries and regions, but are unable to secure a place in the domestic market. Ateez and LOONA are exemplary groups who can perform well in major cities around the world but still need more recognition in Korea.
It seems that Kpop is undergoing a substantial change compared to previous eras. Companies are moving to foreign countries to build their reputation when Kpop is becoming “crowded”.
