Global Groups Like KATSEYE and PSYCHIC FEVER Adopt K-pop Formats as Agencies Expand Localization Strategies

The successful model of K-pop is spreading throughout the global music industry. New global groups such as KATSEYE, PSYCHIC FEVER, and GIRLSET are operating by adopting K-pop’s formulas, indicating that the system of South Korea’s entertainment industry has become a worldwide standard. KATSEYE was formed through a reality competition titled “The Debut: Dream Academy” in collaboration between HYBE, the agency behind BTS, and Geffen Records. Composed of members from various countries over a period of more than half a year, this group utilizes every element of K-pop—even though its debut song is in English—such as intense preparation processes, survival-style show dramas, meticulously crafted narratives, and cinematic visuals. In fan culture as well, K-pop terms like “bias” (preferred member) and “Comeback” (release of new music) are being used, demonstrating that K-pop fandom culture has become the global standard. GIRLSET, formerly known as VCHA, emerged from JYP’s A2K project with Republic Records. Designed for the U.S. market, its members underwent rigorous training according to Korean idol standards, and the group dynamics were carefully structured. They are precision-engineered groups assembled to maximize reach across multiple markets. K-pop agencies are strengthening localization strategies tailored to key regions in order to retain global fanbases. The head of JYP Entertainment’s U.S. operations stated, “K-pop is no longer just a music genre; it has evolved into an irreplaceable new industry.” He added that the company is training AI artists developed specifically for the U.S. market. JYP America’s localization strategy focuses on the “A2K (America2Korea)” audition program launched in 2023. Kakao Entertainment and SM Entertainment are collaborating with major platforms such as Weibo, Douyin, and Xiaohongshu to actively engage with local fanbases and strengthen their presence in China. Tencent Music Entertainment Group’s acquisition of SM Entertainment’s shares in May is expected to accelerate expansion into China. Meanwhile, alongside K-pop’s global success, the roles of K-pop idols are also changing. Woozi of Seventeen has produced most of the tracks since his debut in 2015, while 3RACHA of Stray Kids created nearly all of their songs, including “God’s Menu,” “Back Door,” “Maniac,” “S-Class,” and “KARMA.” Soyeon of (G)I-DLE composed and produced tracks such as “Latata,” “HWAA,” “Tomboy,” “Nxde,” and “Queencard,” and she also participated in producing the new girl group Baby DONT Cry. This signifies the emergence of a new generation of K-pop idols who participate in music creation as artists rather than merely performers.