K-Pop Ditching the “K” Label as Local-Focused Global Groups Accelerate Their Debut

K-pop agencies are speeding up their “localization strategy” to move beyond a Korea-centered music industry and actively launch groups composed entirely of locals. The trend of removing the “K” element by forming groups with all local members is expanding beyond Japan to Latin America as well. The four-member girl group COSMOSH, which officially debuted in April, was created through a partnership between the Japanese entity NTT Docomo Studio and South Korea’s Sony Music Korea. Characterized by its upbeat sounds featuring modern reinterpretations of African rhythms known as Afro-pop, the group primarily uses Japanese lyrics despite having a distinctly K-pop musical style. K-pop producers with experience working on groups like BLACKPINK led this project. COSMOSH’s digitally released single “Jigi=Jigi,” previewed in February, reached fourth place on TikTok Japan’s chart and 12th place on Oricon’s weekly digital single chart. The group continues its activities with the recent release of the single “Lucky=One.” HYBE’s Japanese-based label, YX Labels, is preparing the debut of the seven-member boy group AOEN next month. The members are all Japanese individuals selected over a two-month period through an audition program broadcast on Nippon Television starting in February. HYBE promotes AOEN as the “next generation J-pop group,” demonstrating a clear localization strategy, and the upcoming debut single “The Blue Sun” is said to reflect the team name’s association with blue colors. HYBE’s global expansion is extending beyond Japan to Latin America as well. Under a project led by HYBE Latin America, a boy group audition program aimed at capturing the South American market has begun in Mexico. Final members will be selected through a reality series held at a camp recently set up in Mexico City. Previous Latin band audition programs were filmed in collaboration with Spanish-language broadcasters and are set to premiere in the United States in June. This localization strategy has already begun yielding real global results. HYBE’s multinational girl group KATSEYE saw its single “Nalli,” released last month, reach 92nd place on Billboard’s “Hot 100” chart, distinguishing itself from traditional K-pop with its straightforward lyrics. The multinational girl group XG, which debuted in 2022, is another similar example, expanding into global markets through collaborations with local producers. However, the fact that few groups aside from KATSEYE have achieved significant success in global markets outside Japan remains a challenge, as the high investment costs associated with global auditions also increase the associated risks. Music critic Kim Do-hun commented, “In Japan, there are already established K-pop groups like NiziU, NCT WISH, and ANTEAM, creating a stable and fixed market,” adding that “the Japanese market will continue to serve as a crucial hub.”