Korean Entertainment Companies Embrace Global Expansion

The Evolution of K-Pop: Beyond Its Roots

In recent times, an increasing number of international companies are entering the K-Pop scene, launching their own music groups.

By late June 2024, the girl group KATSEYE made a notable impression on the global stage with their energetic debut tracks, “Debut” and “Touch.”

With over one million monthly listeners on Spotify, KATSEYE is proving its potential in the international music landscape.

This group is more than just a fleeting success. Born from the collaborative efforts of Geffen Records and HYBE, the powerhouse behind BTS, KATSEYE has undergone extensive training, bringing together talented young women from around the globe.

Following their lead, in 2023, VCHA made their debut. This group is a joint venture between JYP Entertainment and the American music titan Republic Records, consisting of six winners from the A2K competition, also referred to as America2Korea.

In 2022, XG, comprised of seven members, also entered the Korean market. While they present themselves as a Korean group, all seven members are Japanese, performing primarily in English and using Korean as needed.

XG operates under XGALX, a subsidiary of the Japanese entertainment giant Avex. The group aims to be recognized as a “global act,” distancing themselves from the K-Pop label while focusing on expanding their reach in the international market.

XG thumbnail — XG operates under a Japanese management while engaging with the Korean market. Image: Allkpop

Nonetheless, the group remains actively engaged in the Korean music scene. Media analyses often draw parallels between XG’s local activities and the Japanese promotions of renowned groups like BLACKPINK, BTS, and TWICE. They similarly cater to both Korean and Japanese audiences, akin to NiziU’s approach in Japan, another JYP group.

Even with their approach reflecting the K-Pop framework, Avex’s CEO, Max Matsuura, has made some controversial remarks regarding Korean artists and the local music industry, yet XG has achieved notable successes within this environment.

Meanwhile, OCJ Newbies has emerged as another male group following suit. Managed by One Cool Jasco (OCJ) Entertainment, based in Hong Kong, this group will launch and promote in Korea before venturing out into the global market.

OCJ Newbies debuted in Korea with a base in Hong Kong. Image: OCJ

In contrast to XG, all members of OCJ Newbies have Korean roots or are of Korean descent, with some previously debuting as idols and appearing in prominent variety and survival shows like Produce.

K-Pop’s Spotlight on the Global Music Arena

Entertainment firms in Korea are now shifting their focus toward the global market. In July, JYP Entertainment revealed a partnership with Republic Records, the label behind artists like Ariana Grande and Taylor Swift. This collaboration aims to create a new group inspired by K-Pop yet geared towards overseas markets, similar to XG.

Prominent groups such as BTS and BLACKPINK are broadening their international fan bases by releasing songs in English, making their music more accessible to global audiences.

BTS BLACKPINK thumbnail — BTS and BLACKPINK are focusing on global outreach. Image: Allkpop

While numerous groups are making strides internationally, they often struggle to gain significant recognition domestically. Groups like Ateez and LOONA showcase this phenomenon, excelling in major international cities but still striving for greater acknowledgment in Korea.

K-Pop is undeniably undergoing a profound transformation from its original format. As the industry becomes increasingly saturated, companies are reaching beyond their borders to enhance their global presence.

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