The paradox of many girl groups' contrasting domestic and international reputations raises important questions about the strategic direction regarding the long-term sustainability of future entertainment companies.
The reputation of many Kpop girl groups has declined in the country
Korea Times said that recent industry reports show a decline in the domestic market of many Kpop girl groups. Both rookies and established girl groups have seen a significant decline in album sales, music chart positions, and fan engagement.
Typically, YG Entertainment's Baby Monster has struggled to make a mark in the Melon Top 100. While JYP Entertainment's ITZY and NMIXX saw a sharp decline in sales of their latest products. Similarly, LE SSERAFIM's latest mini album saw its first week sales decrease by 20%.
However, in contrast to the domestic gloom, Kpop girl groups are achieving unprecedented success internationally, becoming famous in the world's leading music markets such as the US and Japan. and many other countries.
Recently, NewJeans was honored as Group of the Year at the US Billboard Women in Music Awards. NewJeans and LE SSERAFIM also won New Artist awards at Japan's Gold Disc Awards. TWICE has just become the third Kpop girl group in history to top the US Billboard 3 album chart...
Causes of paradox
Experts point out that there are many hidden factors that cause Kpop girl groups to distance themselves from the domestic fan community.
Although Kpop groups often interact with domestic fans during their debut period, more and more groups are prioritizing activities abroad, focusing on highly profitable markets, especially Japan. Japan, America and Europe.
This change contributed to weakening the domestic fandom, and significantly reduced the number of fans in China - which is the top spending market for Kpop girl groups.
Senior researcher at Circle Chart, Kim Jin Woo, also pointed out: “The trend is to target the international market with increased English lyrics and the participation of Western composers, as well as the opening expanding their activities abroad, seems to be taking these groups away from domestic public attention."
An executive director of a Kpop management company said that groups are depending on fan signing events to boost album sales in the short term, but they are "not a sustainable model." .
The aging of senior executives with decision-making authority is also said to be the cause of YG and JYP's poor performance.
“As companies age, they may be less sensitive to change. It is important to continuously recruit talented young producers to innovate, just like HYBE successfully brought Min Hee Jin to lead NewJeans," said an executive of a Kpop company.
Solutions
Industry experts believe that it is too early to declare a crisis for K-pop girl groups, as they are growing steadily in foreign markets.
However, to overcome the decline in domestic achievements, management companies are required to reevaluate their strategies to ensure the longevity and vitality of Kpop girl groups.
Music critic Kim Do Hun suggested: “The recent increase in the number of rookie girl groups has led to market saturation and stagnation. Therefore, it is necessary to reduce competition in album sales through fan signing events, and reduce the frequency of new girl group launches."
On the other hand, the current challenges that Kpop girl groups face may become a catalyst that pushes entertainment companies to innovate to adapt to the context.