Introduction
As the Korean Wave (Hallyu) continues to expand globally, K-pop has implemented various strategies to enter overseas markets. Initially, these efforts focused on debuting Korean artists abroad, followed by the inclusion of foreign members in Korean idol groups. More recently, entertainment companies have turned to localized group formation within target countries. A prime example of this new approach is JYP Entertainment’s Japanese girl group project, NiziU, which represents a successful case of market entry through a localization strategy.
Formation of NiziU
In January 2019, under its “K-pop 3.0” vision, JYP Entertainment announced a plan to launch a Japanese girl group. In collaboration with Sony Music Japan, JYP conducted an audition program titled Nizi Project. The auditions were held in eight cities across Japan as well as in Hawaii and Los Angeles, targeting young women between the ages of 15 and 22. Ultimately, nine Japanese members were selected to form the group NiziU. These members underwent intensive training under JYP’s system in South Korea. Their journey was broadcast through Hulu Japan and YouTube, garnering significant public interest and building early fan engagement.
Debut and Achievements
NiziU made their pre-debut in June 2020 with the digital mini-album Make You Happy, successfully entering the Japanese music market. The album topped both the Oricon Digital Album Chart and Billboard Japan’s Hot Albums Chart. The title track, Make You Happy, became a major hit, ranking high on multiple Japanese music charts and instantly turning NiziU into a prominent act. Their official debut came in December 2020 with the single Step and a Step, which topped the Oricon Singles Chart and Billboard Japan Hot 100. Remarkably, the group appeared on NHK’s prestigious year-end music show Kōhaku Uta Gassen just 29 days after their official debut—an unprecedented feat for a rookie group.
Success Factors of Localization
NiziU’s success can be largely attributed to JYP Entertainment’s thorough localization strategy. By composing the group entirely of Japanese members, the company ensured strong cultural resonance with local fans. Simultaneously, JYP applied its advanced idol training system, resulting in high-quality music and performances. Additionally, the Nizi Project documented the members’ growth, fostering emotional connections with audiences. This combination of cultural familiarity and K-pop professionalism allowed NiziU to rapidly build recognition and a dedicated fanbase in Japan.
Impact and Future Prospects
NiziU has set a new precedent for K-pop’s global expansion strategies. Moving away from Korea-centric idol development, JYP’s model of scouting and training talent locally has proven effective in reducing cultural barriers and improving market integration. This approach has influenced other entertainment companies as well, such as SM Entertainment’s creation of the Chinese sub-unit WayV. It is expected that similar localization strategies will continue to play a pivotal role in enhancing the global competitiveness of K-pop in the years to come.
📚 References
Choi, M. (2020, July 1). What the Success of JYP’s Japanese Idol Group NiziU Means. OhmyStar. https://star.ohmynews.com/NWS_Web/OhmyStar/at_pg.aspx?CNTN_CD=A0002654625
Kim, H. (2021, January 18). K-pop Hallyu 3.0 Accelerates: Major Agencies Rush to Produce Localized Groups. Yonhap News Agency. https://www.yna.co.kr/view/AKR20210117050200005
Lee, H. (2021, August 29). Behind the Japanese Idol Group Topping Oricon Charts is JYP. Economy Chosun. https://economychosun.com/site/data/html_dir/2021/08/29/2021082900018.html
Wikipedia Contributors. (2023, March 28). NiziU. Wikipedia. https://en.wikipedia.org/wiki/NiziU
Yoon, H. (2021, March 17). The NiziU Syndrome in Japan: JYP Laughs All the Way to the Bank. Korea Economic Daily. https://www.hankyung.com/article/2021031748201
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