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This article discusses the overseas expansion goals of the 4th Gen groups. Agencies are initiating collaborations in foreign countries and releasing albums in local languages has become a necessity. This is to increase the likelihood of success in overseas expansion
Some of the most successful K-pop acts in the U.S. mainstream music market have been because of luck...With the 4th Gen, major agencies are attempting to enter the global market with a systematic strategy instead of relying on luck.
Recently Kakao Entertainment and SM Entertainment announced the launch of an integrated North American company. This is because as the size of K-pop's overseas fanbase is larger than ever before, it is essential to solidify one’s own business base overseas.
It is symbolic that Aespa released their new song "Better Things" at a concert in Los Angeles on 13 Aug, their first performance in NA. Release of a new song at an overseas concert, rather than via sound sources, is an example of how agencies are focused on expanding overseas.
Unlike in the past, when artists tried to expand overseas after establishing themselves in Korea, a parallel release of foreign language versions is now a must. (article cites examples of IVE and Le Sserafim releasing Japanese albums and Twice doing English song releases shortly
after the release of their Korean albums) Future Investment in overseas expansion is expected to become more aggressive and systematic…for the K-pop industry as a whole.
One critic said that the kpop idol market is already focused more on overseas activities with domestic activities lasting only two to three weeks and overseas tours lasting longer. hankookilbo.com/News/Read/A202…
The "lucky" groups referenced were Fifty Fifty (Cupid), Psy (Gangnam Style), and BTS' first billboard entry "HYYH Pt 2"
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