K-pop labels are intensifying their localization strategies as they seek to maintain and expand their global fanbase. This initiative involves partnerships with music studios and social media platforms in key markets, aiming to reinforce the popularity of their artists worldwide. At the Korea Investment Week 2025 (KIW 2025) held on September 15, Shin Hyun-kuk, head of JYP Entertainment Corp.’s US operations, highlighted the evolution of K-pop into a significant global industry.
The localization strategy employed by JYP America focuses on the A2K program, short for America2Korea. Launched in 2023, this US-based audition program aims to form K-pop girl groups through collaboration with Republic Records, a subsidiary of Universal Music Group. “We’re developing AI artists tailored for the US market,” said Shin, emphasizing the innovative approach the company is taking to attract a broader audience.
Kakao Entertainment and its affiliate SM Entertainment are also making strides in China, where they are enhancing their presence via social media collaborations. Kim Dong-hyun, who oversees operations in China for both companies, stated, “We actively engage with local fandoms through major platforms such as Weibo, Douyin, and Xiaohongshu.” The recent investment by Tencent Music Entertainment Group in SM Entertainment is anticipated to expedite this expansion into the Chinese market.
At KIW 2025, Choi Jae-won, chief operating officer of SAMG Entertainment, discussed the growing opportunities within the global merchandise market for Korean animation studios. SAMG Entertainment is recognized for its successful animation series, Catch! Teenieping, and is optimistic about the future of the Korean animation industry.
“The global character merchandise market is growing explosively,” Choi stated, outlining his company’s plans to penetrate major Chinese merchandise distribution platforms like Pop Mart and Miniso. This move aims to achieve significant growth in the coming years.
As K-pop and Korean animation continue to gain traction worldwide, the concerted efforts of these companies to localize their content and products could play a crucial role in sustaining their global appeal. With innovative strategies and collaborative efforts, they are well-positioned to capitalize on the expanding interest in Korean entertainment across various demographics.
