SM and Starship Target Southeast Asian Market to Accelerate K-pop’s Global Expansion

The K-pop entertainment industry is intensifying its global expansion strategies focused on the Southeast Asian market. SM Entertainment opened its first overseas K-pop academy in Singapore in June, while Starship is strengthening its international infrastructure through the new boy group NewKids and the Hearts2Hearts project. SM Universe, a subsidiary of SM Entertainment, has set the main program price for the Singapore academy at $10,000 (approximately 14 million won), offering 21 weeks of intensive training. The same instructors from Seoul are directly involved, requiring more than 6 hours of high-intensity training daily in vocal training, dancing, music production, and stage performance. Lee Seong-jun, representative of SM Universe, explained that “participants receive training at the same intensity as regular trainees for over 5 months, making it reasonable considering the hourly investment value.” The program has a capacity of around 50 participants, with initial selection done through online auditions. There is no age limit, but most applicants are expected to be between 13 and 18 years old. Successful candidates are given the opportunity to visit the main Seoul campus for one week, and top students may obtain audition opportunities with major Korean entertainment agencies. Additionally, short-term and flexible programs are also planned. The SM Universe academy was established in South Korea in 2022, initially offering a 3-year program for high school students in music production, performance, modeling, and acting, before expanding to after-school and weekend curricula. Leveraging its history of producing top domestic idols such as BoA, SUPER JUNIOR, TVXQ!, Girls' Generation, aespa, and SNSD, SM Entertainment is now focused on discovering new talent in Southeast Asia. Meanwhile, Starship Entertainment announced the launch of the new boy group NewKids approximately 5 years after the debut of MONSTA X in 2015 and the formation of CRAVITY in 2020. Through the mega-global project “Debut’s Plan,” profiles of the 21 members were revealed, receiving praise from fans who called all 21 members “visually stunning.” The “Balla” performance video, filmed last November, was directed by the members themselves as part of a 6-month project, and a preliminary vote will take place on the official website (newkids.co.kr) from March 14 to April 3. SM Entertainment also brought in an idol from Indonesia through the Heart2Hearts project. Carmen, born Nyoman Ayu Carmentia in 2006 and from Bali, was officially selected as a member of the girl group Hearts2Hearts, SM’s first group in 5 years since aespa. This marks the first time an idol of Indonesian nationality debuts under a major agency, and it has earned enthusiasm from Indonesian fans amid difficulties for Korean idol aspirants to debut with large agencies. Southeast Asia has emerged as a key fan base for K-pop as well as a source of emerging talent. Numerous K-pop stars from Southeast Asia, such as Lisa (BLACKPINK) from Thailand, BamBam from NCT and GOAT7, Minnie from (G)I-DLE, and Nichkhun from 2PM, have already achieved success on the global stage.