Issue Focus

Japan-Led Idol Groups Redefine K-Pop’s Global Localization Strategy

This article shows how Japan-majority K-pop groups are gaining strong traction not only in Japan

but also in Korea, highlighting a powerful case of localized production models scaling across borders—

an increasingly vital insight for global buyers assessing multi-market IP strategies.

♦  Japan-Majority Lineups Thrive in Korean Market

      • NCT WISH (SM), &TEAM (HYBE/YX Labels), NEXZ (JYP) are all composed predominantly of Japanese members

      • NCT WISH’s first solo concert at Incheon Inspire Arena sold out even restrictedview seats, group achieved

          career-high 1.4M album sales in first week

♦  Multi-Market Success Validates Localization Strategy

      • &TEAM’s Korean debut album became same-day million-seller, first time Japanese artist’s Korean

          album topped Japan’s Oricon chart

      • NEXZ with six Japanese members (including Korean-national member raised in Japan) gained positive

          response with performance-driven “Beat-Boxer”

♦  Borderless Fandom Through Platform and Language

      • Industry official notes K-Pop established as “global genre” enabling simultaneous enjoyment across

          countries through various content platforms

      • Groups leverage Weverse and Bubble for tight-knit fan communication, with &TEAM maintaining

          multilingual engagement

♦  Cultural Proximity Reduces Psychological Distance

      • Japan-Korea active cultural exchange makes fans feel less psychological distance or unfamiliarity

          compared to other countries

      • Major agency official notes Japan’s cultural familiarity and geographical proximity for concerts both

          contribute to natural fandom circulation between markets

Source

Yonhap News Agency. (2025.11.22)

https://www.yna.co.kr/view/AKR20251110132300005?section=entertainment/all