NewJeans honored at the international Billboard Women in Music Awards - Photo: Billboard
K-Pop's Gen4 girl groups no longer want to take the "slow and steady" path, which is to build a solid reputation domestically before thinking about "advancing to America" or "advancing to Japan".
Now they choose to develop both in parallel, even focusing on the international market more than at home.
Being a K-Pop idol but far from domestic audience
This direction not only emphasizes the international aspirations of the entertainment industry giants, but also raises important questions related to the sustainability and strategic direction of current girl groups.
ITZY continues its second global tour in 2024, going through 18 countries around the world - Photo: JYP
According to The Korea Times , music industry reports are showing a downturn in the domestic market as both rookie and veteran groups are seeing significant declines in album sales, chart positions, and fan engagement.
Baby Monster was once predicted to be a "dinosaur rookie" when inheriting the reputation of their older sister BlackPink, but in reality, the group's songs struggled to make a mark in the Top 100 Melon (a popular online music listening application in Korea).
NewJeans honored at the international Billboard Women in Music Awards - Photo: Billboard
Or like NewJeans, although often absent from domestic award ceremonies and music shows, the group regularly appears at American music events. Therefore, the majority of NewJeans' fans often come from other American and Asian countries.
Positive or negative sign?
Answering the question of whether Korean music groups are now neglecting their "home" market, music experts say that this depends a lot on the strategies of management companies.
Baby Monster is loved by international fans, but is unfamiliar to domestic audiences - Photo: YG
It is undeniable that overseas markets, especially in Japan, the US and Europe, bring huge profits to music groups, but it is the priority of overseas activities that has made them increasingly distant from domestic fans.
“The trend of increasing English lyrics and inviting Western producers to increase recognition overseas seems to be making audiences feel alienated from the group in their own country,” an industry expert told The Korea Times .
But in many other respects, this is considered a wise and long-term move.
Because investing in two markets at the same time will help girl groups increase their recognition and fans.
This gives rise to international tours and opportunities to perform at major events. Groups will "take advantage" of the hot period to be productive, because the lifespan of idols is not long-lasting.
BlackPink's Born Pink World Tour is the most epic in K-pop girl group history
As the Korean music market cools down, the global appeal of K-Pop girl groups will act as a catalyst, pushing the industry to innovate and adapt faster to the overall landscape.
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