Introduction to JYP Entertainment’s Localization Approach
JYP Entertainment, a leading South Korean music label, has pioneered a “globalization by localization” strategy to penetrate international markets. This approach involves creating idol groups composed of local talents, trained under JYP’s renowned system, and tailored to resonate with the cultural and musical preferences of specific regions. By doing so, JYP aims to establish a strong foothold in diverse markets, fostering deeper connections with local audiences.
NiziU: A Success Story in Japan
In collaboration with Sony Music Entertainment Japan, JYP launched the “Nizi Project,” a survival audition program aimed at discovering Japanese talent. The culmination of this project was the formation of NiziU, a nine-member girl group consisting entirely of Japanese members. Trained under JYP’s rigorous system, NiziU debuted in 2020 with the single “Make You Happy,” which achieved remarkable success, garnering over 100 million streams—a first for a female act in Japan. Their rapid ascent was further evidenced by their participation in “Kohaku Uta Gassen,” a prestigious New Year’s Eve singing contest in Japan. NiziU’s achievements underscore the effectiveness of JYP’s localization strategy in the Japanese market.
Targeting the Chinese Market: The Case of Boy Story
JYP’s foray into the Chinese market involved a strategic partnership with Tencent Music Entertainment, resulting in the debut of Boy Story in 2018. This six-member boy group, composed entirely of Chinese nationals, was trained under the K-pop idol system and tailored to appeal to Chinese audiences. Boy Story’s initial online concert in May 2020 attracted 5.54 million viewers, surpassing the viewership of established acts like BTS. This impressive reception highlighted the potential of localized K-pop groups in China. However, the group faced challenges, including political tensions and cultural sensitivities, which impacted their sustained success in the region.
Challenges and Considerations in Localization
While the localization strategy has yielded notable successes, it is not without challenges. Cultural nuances, political climates, and market dynamics play significant roles in determining the effectiveness of such endeavors. For instance, geopolitical tensions between South Korea and China have previously affected the operations of K-pop entities in the Chinese market. Additionally, the need to balance the authenticity of K-pop with local cultural elements requires a nuanced approach to ensure acceptance and longevity in foreign markets.
Conclusion
JYP Entertainment’s “globalization by localization” strategy exemplifies an innovative approach to international market expansion in the music industry. By forming groups like NiziU and Boy Story, JYP has demonstrated the potential of integrating local talent with the K-pop training system to create acts that resonate deeply with regional audiences. While challenges remain, the successes achieved thus far provide valuable insights into the evolving landscape of global entertainment and the strategies that can facilitate cross-cultural engagement.
📚 References
Rafrida, S. F., & Kresnawati, M. A. (2022). JYP Entertainment Expansion to International Markets in USA, China, and Japan. Global-Local Interactions: Journal of International Relations, 2(2), 69-78. Retrieved from https://ejournal.umm.ac.id/index.php/GLI/article/download/23142/11638
Korean Culture and Information Service. (2021). K-pop Beats. Retrieved from https://www.kocis.go.kr/eng/webzine/202103/sub07.html
The Korea Herald. (2022). Can K-pop thrive beyond its Korean identity? Retrieved from https://www.koreaherald.com/article/3422669
The Hankyoreh. (2022). Local talent, global goals: K-pop agencies look to “glocalize” the genre. Retrieved from https://english.hani.co.kr/arti/english_edition/e_entertainment/1100886.html
JYP Entertainment. (2025). DATA & MATERIALS – JYP Entertainment. Retrieved from https://www.jype.com/en/Board/Detail?PgIndex=1&gubun=irdata&jbst_sq=811
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