Where Did the Magic of K-pop Go? The Failure of Americanized Girl Groups

When you think of "K-pop," what comes to mind? Flashy performances, unique styles, and catchy melodies, right?

Recently, major K-pop agencies tried launching "K"-less localized girl groups in the U.S., but surprisingly, the response has been lukewarm.

What went wrong?

Curious?

Let's dive into the details!

First up is HYBE's localized girl group, 'Katseye.' This group was created in collaboration with American record label Geffen Records, with renowned producer Ryan Tedder involved.

The members are American, trained under the K-pop system. However, their second single, "Touch," garnered only 1.3 million views on YouTube in three days, a stark contrast to the domestic girl group ILEET, whose debut song "Magnetic" reached 10 million views in just one day.

 

Next, we have JYP's American localized girl group, 'VCHA.' Like Katseye, VCHA also selected its members through a major audition program and launched them with a K-pop style debut.

However, their debut album "Girls of the Year" failed to make it onto major music charts in both the U.S. and Korea.

The youngest member, Kaylee, had to halt activities due to health issues, leaving the group virtually inactive.

 

Is this merely a marketing issue? Experts suggest that the lack of "K" in these groups' identities is a major factor.

The appeal of K-pop lies in its uniquely Korean elements and distinctive style, which these groups lack, making them no different from regular Western girl groups.

Online communities like Reddit have echoed this sentiment, with users commenting that they just look like "ordinary Western girl groups."

Unlike Japan and China, where K-pop has become part of the mainstream culture, it remains a subculture in the U.S., making it a tougher market to crack.

 

The global expansion of K-pop is an enormous experiment.

SM Entertainment plans to debut a localized boy group in the UK, while JYP is preparing to launch a girl group in South America.

All these efforts are part of a larger strategy to spread the charm of K-pop worldwide. However, to succeed in localization, it is crucial to balance the unique elements of K-pop with the tastes and cultures of local audiences.

The key will be to retain the strengths of "K" while offering content that resonates with local fans.

3 line summary for you

1. HYBE and JYP's American localization girl groups are getting lukewarm responses.
2. It is pointed out that the group's charm has weakened as the 'K' element of K-pop is missing.
3. To succeed in localization, differentiated planning that maintains K-pop's unique charm while tailoring to the local market is necessary.

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