Should New K-pop Groups Prioritize the Korean or International Market First?

In the rapidly evolving world of K-pop, one of the earliest decisions new groups need to make is whether to focus on the domestic market or venture into international territories. While many successful K-pop stars have made waves internationally, the industry is divided on the optimal approach. This article delves into the strategies of established groups like BTS and EXO, as well as the experiences of newer acts such as The Boyz and NCT.

Initial FOCUS: Korean Market

The Korean market remains a critical starting point for new K-pop groups seeking to establish a foundation. Groups such as BTS and EXO have shown the viability of this approach. These groups first captured the hearts of their local audience, laying the groundwork for subsequent international success. The Korean market offers both substantial support and a concentrated fanbase, making it easier to build a strong initial fanbase and brand recognition.

Case Studies: BTS and EXO

BTS and EXO emerged as some of the most successful K-pop groups, and their rise in the international market can be traced back to their initial focus on Korea. BTS, for example, gained significant popularity in the Korean market before seeking international success. The group's success in the Korean market paved the way for their global fanbase, and their first few years of popularity in Korea provided them with the necessary resources and exposure to expand internationally.

Similarly, EXO has a long history of success in the Korean market. Following their debut, they quickly gained attention from the local audience, which subsequently fueled their global popularity. Their early success in Korea laid the foundation for their tours, collaborations, and international recognition.

Challenges in the Global Market

However, the journey from the Korean market to the global stage is not without challenges. Even well-established conglomerates like SM Entertainment, which manages NCT, face difficulties in the international market. NCT, for instance, initially achieved a significant following in the international market, particularly as evidenced by their tours and performances abroad. However, they have encountered difficulties in winning local music chart positions and awards in their respective countries. This struggle highlights the challenges that even top-tier groups face when expanding their reach beyond the Korean market.

Strategic Approach: Steal the Hearts of Locals, International Markets Later

Given the insights from established K-pop groups and the challenges faced by newer acts, it appears that the best strategy for new groups is to focus on the Korean market first. By doing so, new K-pop groups can build a strong local following, which can then act as a foundation for global expansion. The phrase "Steal the hearts of locals first, international markets later (or alongside it)" encapsulates this approach. This strategy allows groups to establish a core fanbase and refine their brand locally before embarking on international ventures.

Implementing the Strategy

To effectively implement this strategy, new K-pop groups should:

Invest in Local Promotion: Utilize local media, events, and social media platforms to connect with the Korean audience. Collaborate with influencers, streamers, and media outlets to reach a broader local audience. Engage with Fans: Actively engage with local fans through social media, QA sessions, and meet-and-greet events. Building strong relationships with fans is crucial for fostering a loyal following. Hone Skills: Focus on perfecting performance skills, music, and choreography. A polished act can better appeal to the local market and lay a stronger foundation for international success. Leverage Digital Marketing: Utilize digital marketing strategies to enhance visibility. Social media, streaming platforms, and online fan interaction tools can be instrumental in building a local following.

Conclusion

While the ultimate goal for new K-pop groups is to break into the global market, starting with a strong Korean market presence is crucial. By focusing on local success, groups can gain the resources, support, and fanbase needed to expand internationally. The cultural and musical nuances of the Korean market provide a fertile ground for new acts to thrive, laying the groundwork for long-term success both domestically and abroad.

Keywords: K-pop markets, Korean market, international market, K-pop groups