K-Pop idols no longer interested in their homeland

New Jeans were honored at the international Billboard Women in Music Awards - Photo: Billboard

K-Pop's Gen 4 girl groups no longer want to follow the "slow but steady" path of building a solid domestic reputation before considering "breaking into the US" or "breaking into Japan".

Now they choose to develop both simultaneously, even focusing more on the international market than their home market.

Despite being K-Pop idols, they remain distant from their domestic audience.

This direction not only underscores the ambition of major players in the entertainment industry to expand internationally, but also raises important questions regarding the sustainability and strategic direction of current girl groups.

ITZY continues its second global tour of 2024, visiting 18 countries around the world - Photo: JYP

According to The Korea Times , industry reports in the music sector are showing a decline in the domestic market, with both rookie and veteran groups experiencing significant drops in album sales, chart positions, and fan engagement.

Baby Monster was once predicted to be a "monster rookie" inheriting the fame of their older sister group BlackPink, but in reality, the group's songs have struggled to make their mark in the Top 100 of Melon (a popular online music streaming app in Korea).

New Jeans were honored at the international Billboard Women in Music Awards - Photo: Billboard

For example, New Jeans, although often absent from domestic award ceremonies and music shows, frequently participates in American music events. Therefore, the majority of New Jeans' fans come from other countries in the Americas and Asia.

Positive or negative sign?

In response to the question of whether Korean idol groups are now neglecting their "home" market, music experts suggest that this largely depends on the strategies of their management companies.

Baby Monster is popular with international fans, but unfamiliar to audiences in their home country - Photo: YG

Undeniably, overseas markets, especially in Japan, the US, and Europe, bring huge profits to music groups, but prioritizing overseas activities has increasingly distanced them from their domestic fans.

"The trend of increasing English lyrics and inviting Western producers to boost overseas recognition seems to be making audiences feel alienated from the groups in their own country," an industry expert told The Korea Times .

But in many other respects, this is seen as a wise and long-term strategic move.

Investing in both markets simultaneously will help girl groups increase their visibility and gain more fans.

This leads to international tours and opportunities to perform at major events. Groups will "take advantage" of their popularity to work productively, because the lifespan of an idol career is inherently short.

BlackPink's Born Pink World Tour is the most spectacular tour in the history of K-pop girl groups.

Amidst a cooling South Korean music market, the global appeal of K-Pop girl groups will act as a catalyst, driving the industry to innovate and adapt more quickly to the changing landscape.

Source: https://tuoitre.vn/than-tuong-k-pop-khong-con-man-ma-voi-que-nha-20240317013342805.htm