K-pop Emerges as the Dream Stage in the Global Music Market... Foreign Trainees Flock In as Major Agencies Expand Overseas Academies

K-pop is becoming the dream stage in the global music market, much like the English Premier League is to soccer players around the world. As the K-pop idol industry led by Korean agencies expands beyond national borders, talented trainees from various parts of the globe are heading to South Korea. Satoshi and Jin, the Japanese members of group SWEET:CH set to make their pre-debut in April, couldn’t hide their excitement, saying they felt as though they had entered the “EPL through music.” Foreign trainees dreaming of becoming K-pop idols are boarding flights to South Korea to pursue their dreams. Upon arrival, they learn Korean and attend K-pop music schools to improve their skills before applying for auditions. K-pop agencies are strategically recruiting foreign members because, with the domestic fan market already saturated, it is advantageous to bring in members from countries with high demand for K-pop to facilitate smoother global expansion. A total of 16 multinational idol groups debuted this year or will debut soon, and 47% of them (45 out of 96 members) are foreign nationals. An official from one K-pop agency said, “The fact that skilled foreign trainees are coming shows just how high K-pop’s status has risen.” Southeast Asia is the market that K-pop agencies are paying the most attention to. As of 2024, Indonesia ranks third in terms of music imports from South Korea, behind Japan and Taiwan. With a population of 270 million, it is the fourth most populous country in the world, and there is extremely high demand for K-pop among its younger generation. After Indonesian member Carmen debuted in SM Entertainment’s new girl group Hearts2Hearts, the music video for the group’s debut song “The Chase” topped the list of most popular videos in Indonesia. SM Entertainment will open “SM Universe,” the first K-pop training academy in Southeast Asia, in Singapore in June. The program offers a 21-week intensive course at a cost of around $10,000 (approximately 14 million won). Only about 50 students will be accepted in the first batch. After attending a one-week short course at the SM Universe campus in Seoul, outstanding students will receive opportunities to audition with Korean agencies. Major agencies are expanding their global influence by creating multinational groups. “Dear Alice,” the first British boy group produced by SM Entertainment, released its debut single “Ariana” featuring renowned producer Ziva. JYP Entertainment’s Chinese boy group VOICE STORY won the “Group of the Year – Breakthrough” award at the Weibo Music Awards 2024. HYBE entered the global market with the girl group KATSEYE, composed of six British members, and the group was recently selected for NME’s “2025 Essential Emerging Artists 100” list, a renowned British music magazine. Im Baek-woon, president of the Korean Entertainment Producers Association, commented, “K-pop’s idol training program, represented by the trainee system, is unparalleled, and its support systems for production, distribution, and marketing are also at a world-class level.” As K-pop agencies continue their global expansion strategies, South Korea is solidifying its “Made in Korea” image in the worldwide music market.