Why 'localized' K-pop groups are refocusing on Korean market
Created through globalization strategies, so-called "localized" K-pop groups are now turning back toward promotional activities in Korea. While some foreign-born idols are choosing to return to their home countries after gaining international experience here, others are starting from scratch to build popularity in Korea.
Localized groups are K-pop acts developed by Korean agencies with a focus on foreign markets. These groups, composed mostly or entirely of non-Korean members, are modeled after the trainee system and style of K-pop but concentrate their activities on their respective regions.
This approach contrasts with traditional K-pop groups, which operate primarily in Korea except for international tours or overseas concerts.
However, recent trends have shown a shift back to Korea, with these localized groups aiming to capture fans in both Korea and abroad, contrary to the past emphasis on gaining popularity overseas.
A prominent example is the boy group WayV from SM Entertainment, which announced new activities in Korea with the release of its latest album on June 3.
WayV is a subunit of SM's boy band NCT, featuring members of various nationalities including Chinese and Thai. WayV has previously focused on activities in China.
Releasing their fifth mini-album "Give Me That," the WayV members announced plans for activities simultaneously in both Korea and China. The new album includes six tracks, featuring Korean and Chinese versions of the title song.
At a press event held earlier on Monday at the BlueSquare Mastercard Hall in central Seoul's Yongsan District, WayV members expressed their desire to engage more with Korean fans.
"We decided to focus on promotions in Korea because we wanted to meet our Korean fans more often. The title track has a Korean version, and this is the first time we've included Korean-language songs. We plan to show various sides of ourselves through music shows, YouTube, radio and other content," the band members remarked.
&TEAM, a boy band under HYBE Labels Japan, is another localized group seeking to gradually expand its activities in Korea. The group, composed of Japanese, Korean and Taiwanese members, is active primarily in Japan, as most of its album promotional activities have taken place there.
However, acknowledging its growing fan base in Korea, the group embarked on its first Korean promotional activities last November with its studio album, "First Howling: NOW." The group is also slated to participate in the 2024 Weverse Con Festival next month, to be held near the INSPIRE Entertainment Resort in Incheon, west of Seoul.
This strategic shift is attributed to the increased emphasis on K-pop's originality amid its globalization.
Previously, localization strategies were chosen for rapid overseas expansion, but now, popularity in Korea, the home of K-pop, is seen as an essential foundation for global success.
As a result, a new trend in the idol market has also emerged - to debut groups to kickstart their K-pop journeys with simultaneous activities both in Korea and abroad.
In March, SM debuted NCT WISH, another subunit under the NCT umbrella, which consists of four Japanese and two Korean members, to target both the Korean and Japanese markets.
At a press event held to commemorate the group's debut at the BlueSquare Mastercard Hall, these March debutants outlined their dual activity goals clearly.
"Recalling my experiences (as a singer) shuttling between Korea and Japan, I decided to participate in producing to help them achieve similar success," singer BoA, the group's chief producer, explained.
JYP Entertainment also introduced NEXZ in May, consisting of six Japanese members and one Korean member. Its agency held this Japanese group's debut showcase in Korea, ahead of their Japan promotions. The group recently completed its promotional activities for "Ride the Vibe," its debut track in Korea, and is now gearing up for its Japanese endeavors.
The group is slated to meet Japanese fans through a debut showcase tour in August, spanning six performances in Fukuoka, Osaka and Tokyo.
Industry insiders note that this trend of debuting new groups aiming for concurrent activities at home and abroad highlights "the increasing realization of the symbolic importance of Korea as the birthplace of K-pop."
"The re-import of localized groups, alongside the inclusion of Korea in the debut process of newly debuting localized groups, signifies a transitional phase," a music industry insider noted. "We anticipate witnessing more of these experiments in the future, since the debut of a lot of multinational groups under giant agencies are currently imminent."
KATSEYE, an American K-pop group localized under HYBE Labels, and the Japanese localized group 24kumi, led by CJ ENM, along with JYP's Chinese group Project C, are all preparing for their debuts.
"These attempts may also include teaming up with global record labels, or organizing Korean audition shows in another country. We'll have to see what the future holds for these groups," the insider added.
source: The Korea Times
Localized groups are K-pop acts developed by Korean agencies with a focus on foreign markets. These groups, composed mostly or entirely of non-Korean members, are modeled after the trainee system and style of K-pop but concentrate their activities on their respective regions.
This approach contrasts with traditional K-pop groups, which operate primarily in Korea except for international tours or overseas concerts.
However, recent trends have shown a shift back to Korea, with these localized groups aiming to capture fans in both Korea and abroad, contrary to the past emphasis on gaining popularity overseas.
A prominent example is the boy group WayV from SM Entertainment, which announced new activities in Korea with the release of its latest album on June 3.
WayV is a subunit of SM's boy band NCT, featuring members of various nationalities including Chinese and Thai. WayV has previously focused on activities in China.
Releasing their fifth mini-album "Give Me That," the WayV members announced plans for activities simultaneously in both Korea and China. The new album includes six tracks, featuring Korean and Chinese versions of the title song.
At a press event held earlier on Monday at the BlueSquare Mastercard Hall in central Seoul's Yongsan District, WayV members expressed their desire to engage more with Korean fans.
"We decided to focus on promotions in Korea because we wanted to meet our Korean fans more often. The title track has a Korean version, and this is the first time we've included Korean-language songs. We plan to show various sides of ourselves through music shows, YouTube, radio and other content," the band members remarked.
&TEAM, a boy band under HYBE Labels Japan, is another localized group seeking to gradually expand its activities in Korea. The group, composed of Japanese, Korean and Taiwanese members, is active primarily in Japan, as most of its album promotional activities have taken place there.
However, acknowledging its growing fan base in Korea, the group embarked on its first Korean promotional activities last November with its studio album, "First Howling: NOW." The group is also slated to participate in the 2024 Weverse Con Festival next month, to be held near the INSPIRE Entertainment Resort in Incheon, west of Seoul.
This strategic shift is attributed to the increased emphasis on K-pop's originality amid its globalization.
Previously, localization strategies were chosen for rapid overseas expansion, but now, popularity in Korea, the home of K-pop, is seen as an essential foundation for global success.
As a result, a new trend in the idol market has also emerged - to debut groups to kickstart their K-pop journeys with simultaneous activities both in Korea and abroad.
In March, SM debuted NCT WISH, another subunit under the NCT umbrella, which consists of four Japanese and two Korean members, to target both the Korean and Japanese markets.
At a press event held to commemorate the group's debut at the BlueSquare Mastercard Hall, these March debutants outlined their dual activity goals clearly.
"Recalling my experiences (as a singer) shuttling between Korea and Japan, I decided to participate in producing to help them achieve similar success," singer BoA, the group's chief producer, explained.
JYP Entertainment also introduced NEXZ in May, consisting of six Japanese members and one Korean member. Its agency held this Japanese group's debut showcase in Korea, ahead of their Japan promotions. The group recently completed its promotional activities for "Ride the Vibe," its debut track in Korea, and is now gearing up for its Japanese endeavors.
The group is slated to meet Japanese fans through a debut showcase tour in August, spanning six performances in Fukuoka, Osaka and Tokyo.
Industry insiders note that this trend of debuting new groups aiming for concurrent activities at home and abroad highlights "the increasing realization of the symbolic importance of Korea as the birthplace of K-pop."
"The re-import of localized groups, alongside the inclusion of Korea in the debut process of newly debuting localized groups, signifies a transitional phase," a music industry insider noted. "We anticipate witnessing more of these experiments in the future, since the debut of a lot of multinational groups under giant agencies are currently imminent."
KATSEYE, an American K-pop group localized under HYBE Labels, and the Japanese localized group 24kumi, led by CJ ENM, along with JYP's Chinese group Project C, are all preparing for their debuts.
"These attempts may also include teaming up with global record labels, or organizing Korean audition shows in another country. We'll have to see what the future holds for these groups," the insider added.
source: The Korea Times