Korea
ATEEZ has emerged as one of the most popular K-pop groups in the U.S., achieving milestones that defy industry norms. They became the first group unaffiliated with the “Big Four” entertainment companies, such as SM, JYP, YG, and HYBE, to top the Billboard 200 chart. In 2024, they became the first K-pop boy group to perform at Coachella and claimed their second Billboard 200 No. 1 with their 11th mini album, Golden Hour: Part 2. Yet, their name remains curiously absent from Korea’s domestic music scene.
Album sales paint a striking picture. Their 11th mini album sold over one million copies in its first week. However, their Korea streaming performance tells a different story. ATEEZ is nowhere to be found on Korea’s YouTube Music Hot 100 chart or the charts of local platforms like Melon, Genie, Bugs, and FLO. Spotify data reveals their most streamed cities are Jakarta, Bangkok, Tokyo, Kuala Lumpur, and Singapore, notably excluding Seoul.
Stray Kids, under JYP Entertainment, face a similar paradox. Their album HOP made history in 2024 as the first to achieve six consecutive Billboard 200 No. 1 albums by a group. This record-breaking achievement prompted the announcement of a 20-stop global stadium tour in 2025, solidifying their global appeal. Yet in Korea, their title track “Chk Chk Boom” failed to claim the top spot on major streaming charts. Like ATEEZ, their strongest Spotify numbers come from Indonesia, Japan, Chile, Brazil, and Malaysia.
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K-pop thrives globally, driven by its fiercely loyal fanbase. According to IFPI’s Global Music Report, SEVENTEEN’s FML and Stray Kids’ 5-STAR ranked first and second, respectively, in global album sales for 2023. In IFPI’s Global Artist Chart, SEVENTEEN, Stray Kids, Tomorrow X Together, and NewJeans all placed in the Top 10. However, this global success highlights a surprising shift: K-pop’s domestic market no longer mirrors its international dominance.
Data from the Korea Culture and Tourism Institute (KCTI) illustrates this disparity. In 2023, K-pop’s overseas revenue reached 1.2377 trillion KRW (approximately $950 million USD), while HYBE reported 63.3% of its earnings from international markets in the first half of 2023. JYP followed with 52.2% and YG at 48.6%. Luminate’s Mapping Out K-pop’s Global Dominance report placed Korea as the fourth largest consumer of K-pop, trailing Japan, the U.S., and Indonesia.
Then why is K-pop less visible in its home country?
To better understand this, one must revisit the mid-2010’s, a period when K-pop began its meteoric rise in the U.S., spearheaded by BTS’s success at the Billboard Music Awards and their domination of Western charts. Back home, K-pop reigned supreme in Korea’s music scene, led by heavyweights like BLACKPINK, TWICE, EXO and SEVENTEEN, while audition programs such as Produce 101 captivated audiences and amplified K-pop’s domestic appeal.
Ironically, as K-pop’s global footprint grew, its local presence waned. The absence of a trusted official chart to represent Korea’s music industry dealt a major blow. Once reliable indicators of popularity, real-time charts on platforms like Melon and Genie fell into disrepute after controversies surrounding chart manipulation and ballot rigging in audition programs. These incidents eroded public trust in K-pop as a genre.
By 2018, the industry shifted its focus from broad audience appeal to catering to core fandoms. Fanbases, in turn drove album sales to record-breaking heights, pushing physical sales to over 116 million units in 2023, a tenfold increase over the past decade. Billboard 200 chart topping acts, which were once a rarity, have now expanded to include a slew of K-pop groups like SuperM, Tomorrow x Together, and NewJeans.
Billboard Korea: Predicting K-pop Companies’ Strategies for 2025
Meanwhile, K-pop’s evolution into a fandom centric business model has redefined its strategy. Entertainment companies prioritize retaining and strengthening existing fanbases over attracting casual listeners and songs are designed to reinforce a group’s identity rather than to appeal to the masses. Global promotions, such as BTS’s and BLACKPINK’s massive stadium tours in the U.S. and Japan, underscore this trend, with groups like Stray Kids and ATEEZ leading the charge in self-produced artistry.
In Korea, K-pop activities increasingly resemble fan service. Despite low domestic ratings, programs like Music Bank, M Countdown, and Inkigayo remain important platforms for launching new songs and generating live performance clips for social media platforms such as YouTube. This demonstrates that while K-pop may no longer be music for everyone, its transformation into a niche-driven, global phenomenon is undeniable.
However, not all groups face this disconnect. Acts like aspea, IVE, SEVENTEEN and NewJeans continue to dominate Korean media and achieve commercial success domestically. Across the board, K-pop’s overall revenues keep climbing, driven largely by its international market.
As K-pop popularity continues to grow around the global, its strategy continues to evolve. English lyrics, international artist collaborations, and streamlined promotional cycles reflect its shift toward the global stage. Circle Chart data shows that the percentage of English lyrics in girl group releases reached 41.3% in 2023, up nearly 19% from 2018. For boy groups, the figure stood at 24.3%. Major comebacks are now followed by world tours, with U.S. talk shows often serving as debut platforms for new releases.
As K-pop increasingly focuses on global markets, can it find a balance between domestic recognition and international acclaim? Will it achieve a universal appeal similar to Latin music, fostering sustainable support both at home and abroad? The dual identity of K-pop, its paradoxical success offers both challenges and opportunities for the industry’s future.
This article is courtesy of Billboard Korea.
When BLACKPINK was gearing up for its highly anticipated debut in 2016, rising creative director SINXITY was adamant the group needed an unexpected sound to distinguish itself. Alongside the group’s explosive EDM-trap banger “BOOMBAYAH,” the young exec at YG Entertainment pushed for a secondary, simultaneous single in the minimalist-yet-emotionally tinged “Whistle” to show their wider, “magical” range to distinguish them from YG’s other female outfit, 2NE1. Nearly a decade later, BLACKPINK remains one of the most successful acts from South Korea, and SINXITY is overseeing a new female quartet made for the global stage while emphasizing that “identity and diversity are important.”
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Seven years after exiting YG Entertainment and launching AXIS as a multi-operational label, production house and creative incubator for internationally minded projects, SINXITY (neé SJ Shin) is the executive producer for the freshly debuted cosmosy. The act consists of four Japanese singers who trained in Korea under the K-pop system and sing in a mix of English, Japanese and Korean to appeal to the global pop market. Two members, De_Hana and Kamión, rose to recognition after competing on Produce 101 Japan The Girls (a local spin-off of the Korean singing competition series that created Billboard Japan Hot 100 chart-toppers JO1, INI and ME:I), are joined by relative newcomers Himesha and A’mei, respectively the eldest and youngest member, who trained in dance since childhood (while idolizing the likes of British superstar Dua Lipa and BLACKPINK’s Thai icon Lisa).
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Executing the internationally minded group brings NTT Docomo Studio & Live (the entertainment wing of Japan’s major mobile carrier) together with Sony Music Korea (the Seoul-based label that recently signed multilingual Monsta X member I.M in 2022 for his solo work). The move isn’t entirely without precedence with XG (the Japanese girl group based in South Korea that sings in English with a mix of U.S., Japanese and Korean management), or the likes of HYBE’s KATSEYE and JYP Entertainment’s VCHA girl groups (both Los Angeles-based acts sing in English but have performed across Asia and the Americas). Leading all of cosmosy’s creative and professional decisions, SINXITY proudly says this is a group where the members’ “natural talent should be what’s emphasized.”
“I really want to open up a new path for the girls for them to be able to do a lot of different genres and try different concepts,” he shares during an afternoon video call when he’s taking a break from putting the final touches on cosmosy’s first music video before it goes live at midnight. “Inevitably, people are gonna compare the girls to groups like XG, NiziU, and the other Japanese girl groups, but I want to do something for them that is new and different. Whether it’s K-pop, J-pop, pop, hip-hop, R&B, I want to incorporate various music genres and create a new path for them.”
SINXITY and cosmosy both describe the group as having a “girlish crush” concept, inspired by the girl crush image that K-pop acts like BLACKPINK, ITZY, and (G)I-DLE embody with cosmosy peppering in additional sprinkles of mystique, innocence and even a little devilishness blended into “a group that has never existed before,” according to De_Hana.
“Unlike the typical girl crush everyone knows, our concept includes both cool and cute elements,” explains Kamión, an Osaka native who spent time studying abroad. “There is also a touch of mystery, which evokes the atmosphere of Japanese horror or anime.” Meanwhile, Himesha and A’mei use “mysterious” to describe the group.
After unveiling cosmosy’s debut single “zigy=zigy” alongside its music video on New Year’s Eve, the track was released globally on Feb. 7 to kick off the first of multiple digital singles the act will drop throughout the year with an EP potentially eyed for spring. With Korean television appearances and fashion-magazine features on the horizon, SINXITY emphasizes that as important as new cosmosy content is, the next, urgent priority is to meet fans in person.
“They’re super talented, really pretty, such nice and charming girls; I really want people and fans to meet them directly,” the producer adds. “The key factor is how to meet core fans.”
Showing up to work as one’s true self and connecting to others authentically is personally important for SINXITY, who says he’s finally at ease in a professional environment where he’s comfortable to fully focus his energy on the work at hand.
“The Korean entertainment industry has become safer than in the past,” he shares. “Because I am gay, identity and diversity are very important to me and something I’m trying to build on…it’s still not widely accepted to be in the LGBT community since there are restrictions and laws for gay people, but it’s more accepted and it’s a safer, better space compared to others. But it’s still not a thing to come out and be openly gay.”
Noting the three women assisting him during this video call in Seoul, SINXITY estimates that 90 percent of the crew that works with cosmosy are women. That’s a rarity in Korean entertainment, and an even bigger percentage than AXIS’ division focused on producing Boy Love (also known as BL) television, the popular genre of same-sex drama series that boasts majority female audiences. With works including the 2022 breakout hit Semantic Error and FC Soldout currently airing, SINXITY and AXIS are inevitably shifting the norms of what and how Korean-pop entertainment operates simply in the name of creativity — and openly support other industry shakers.
“I’ve worked overseas, I’ve done a lot of projects with YG in Japan and Korea,” says SINXITY, who also worked with YG Entertainment’s actors roster during his time. “I have a unique identity, so I can’t help but talk about it and share myself here anyway. I just want to be free to create, reach more people and show them even more in these creative areas.”
SINXITY smiles before asking to include an additional note before the call wraps and he goes back to color-correcting the “zigy=zigy” video.
“One more thing: wait for NewJeans and stand up for Min Hee-jin,” SINXITY says, with a visibly surprised translator noting that he may be the first Korean executive to support the embattled former CEO of ADOR publicly. “I really admire Min Hee-jin and respect her. She’s the one and only best producer in this K-pop industry, so I really [want to] stand with her and really pray for NewJeans to have more free activities. We’re in some of the same networks, but I’m really just a fan. She’s really the one-and-only qualified producer.”
K-hip-hop star Jay Park is asking a U.S. court to force Google to unmask an anonymous YouTube user so he can sue in Korean court, citing allegedly defamatory internet videos linking him to drug traffickers and disparaging Korean-Americans.
Attorneys for the American-born Park say a YouTube account transliterated as Bburingsamuso has subjected the artist to a “malicious” campaign of videos, including one claiming he works with Chinese mobsters to import drugs and another suggesting Korean-Americans like Park “exploit” the country with illegal activities.
Park’s lawyers have already filed a defamation lawsuit in Korea, but in a petition filed Thursday (Jan. 9) in California federal court, they say that the foreign lawsuit “cannot proceed” without a U.S. subpoena forcing Google to hand over the user’s identity.
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“The defamatory statements falsely accuse Jay Park of being involved with organized crime, drug trafficking, and unethical conduct, all of which have caused significant harm to his reputation and professional endeavors,” the singer’s attorneys write. “Despite extensive efforts to identify the anonymous YouTuber through publicly available information, Jay Park has been unsuccessful to date. Consequently, Jay Park now seeks the assistance of this court.”
Google could legally object to such a request, including by potentially arguing that the subpoena would violate the First Amendment and its protections for anonymous speech. But Park’s attorneys say the U.S. Constitution simply doesn’t apply since they “strongly” believe the poster lives in Korea.
“Jay Park is not attempting to infringe on the anonymous YouTuber’s First Amendment rights because the anonymous YouTuber appears to be a citizen of Southern Korea,” the filing says. Park’s lawyers cite an earlier precedent that says U.S. legal protection for free speech “doesn’t reflect a U.S. policy of protecting free speech around the world.”
As K-pop and other Korean music have exploded in global popularity over the past decade — and with it an intensely enthusiastic online fan culture — numerous stars have turned to Korea’s strict defamation laws to fight back against what they say are false statements about them on the internet.
In 2019, HYBE (then Big Hit Entertainment) filed criminal cases alleging “personal attacks” on the superstar band BTS. In 2022, Big Hit did so again over “malicious postings” about BTS, even asking the group’s famous fan “army” to help gather evidence. YG Entertainment, the label behind BLACKPINK, has also filed its own complaint against “internet trolls,” accusing them of “spreading groundless rumours about our singers.”
It’s also not the first time such litigants have turned to the U.S. courts to help. In March, the K-pop group NewJeans filed a similar petition in California federal court, seeking to unmask a YouTube user so that the band could press for criminal charges in Korea over “derogatory” videos.
In that case — filed by the same lawyer who represents Park in his case filed this week — a judge eventually granted the subpoena. But it’s unclear from court records the extent to which Google has complied with it.
A Google spokesman did not respond to a request for comment on Park’s petition. But in a policy statement regarding government requests for personal information, the company says: “Google carefully reviews each request to make sure it satisfies applicable laws. If a request asks for too much information, we try to narrow it, and in some cases we object to producing any information at all.”
ROSÉ has signed a global publishing administration deal with Warner Chappell Music. News of the deal arrives as her single “APT.” (featuring Bruno Mars, who is also signed to Warner Chappell and Atlantic Records) continues to dominate on the Billboard Global 200 and Global Excl. U.S. charts.
About a month ago, the song debuted at No. 1 on both charts and continues to rank at the top through the week of Nov. 23. It also debuted in the top 10 of the Billboard Hot 100 chart, which tracks popular singles in the U.S.
Though ROSÉ has been a global icon since she joined BLACKPINK as its lead singer in 2016, “APT.” further solidified the singer as a star in her own right and acts as an introduction for her solo debut album rosie, which is set to drop on Dec. 6.
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“I am beyond excited to join the team at Warner Chappell,” ROSÉ said of her new deal in a statement. “There is so much more to come that I can’t wait to share — it’s going to be an amazing journey.”
“ROSÉ has earned this moment, and it’s a huge honor to officially welcome her to our Warner Chappell family,” added Ryan Press, president of North America at Warner Chappell, in a statement. “As she breaks record after record, she’s singlehandedly redefining the K-pop genre while also paving the way for a new era of cross-cultural expression. We’ve already hit the ground running with our partners at Atlantic to support ROSÉ’s bold vision and explore new creative opportunities for her songs. Above all, we can’t wait to see where her music takes us next.”
Born in Auckland and raised in Melbourne, ROSÉ has had her mind set on a career in music since she was 15. To help her achieve her dreams, the young singer moved to South Korea and soon after was selected as a member of BLACKPINK, the first K-Pop girl group to grace the cover of Billboard, win a VMA and headline Coachella.
Though BLACKPINK had a number of top global hits, including “Pink Venom,” “How You Like That,” “Ice Cream (with Selena Gomez),” “Shut Down” and more, the members of BLACKPINK, like many other performers in the K-pop genre, did not take part in the songwriting process of those songs, meaning ROSÉ and her bandmates did not receiving publishing royalties. Now, the singer, whose real name is Park Chaeyoung (or Roseanne Park in English), is in the writing room, lending her pen to her new solo works “APT.” and “Number One Girl,” the second single to be released ahead of rosie. She also received writing credit for the two songs on her debut EP R, released in 2021.
Billboard and Billboard Korea have joined forces with CJ ENM to expand the global influence of the K-pop industry. The entertainment company behind KCON and MAMA AWARDS has inked a memorandum of understanding (MOU) with Billboard and Billboard Korea, ahead of the first Billboard Korea print issue mid-year. Harry H.K. Shin, Head of Music Entertainment […]
Kakao Entertainment is aiming to accelerate the global expansion of K-pop thanks to a new partnership with Billboard and Billboard Korea. The company announced that it has signed a partnership agreement with the American music and entertainment magazine to enhance the influence of K-pop worldwide. Joseph Chang, co-CEO of Kakao Entertainment, met with Billboard President […]
SESAC Music Group today (March 5) announced a deal with the Korean Society of Composers, Authors and Publishers (KOSCAP) that calls for KOSCAP to represent SESAC’s repertoire in Korea and for SESAC-owned Audiam to administer KOSCAP’s publishing rights in the U.S.
The deal makes SESAC one of the first big collective management organizations (CMOs) to move its rights out of the established Korea Music Copyright Association (KOMCA) to KOSCAP, a competitor that the government approved in 2014 to increase competition in the market. KOSCAP will represent SESAC’s online and offline performing rights in Korea, and the catalog of the Harry Fox Agency, the SESAC Music Group’s mechanical rights entity, will follow next year.
The Audiam deal calls for that company, which the SESAC Music Group bought in 2021, to collect performing, mechanical and other audiovisual rights in the U.S. on behalf of KOSCAP.
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Charles Park
Although this might seem like just another deal in the alphabet soup world of collective rights management, it highlights the growing competition among CMOs – and how that is leading to different kinds of international deals. In October, SESAC made a deal to have its offline performing rights in Italy managed by Soundreef, a private company just over a decade old, instead of the traditional society Italian collecting society, SIAE.
“Why did we switch?” Alex Wolf, president of international of the SESAC Music Group, told Billboard about the KOSCAP deal. “We’re convinced about the competence and the responsiveness of the management and we’re convinced that we will increase our revenues. This is a bet on the future.”
Just a decade ago, only a few markets had competition among CMOs, which didn’t compete with one another across borders. Since 2014, though, when the European Union passed the Directive on collective management of copyright and related rights and multi-territorial licensing, European societies have had to compete for online rights in the EU, and many other countries have opened up as well. This has led to competition among established organizations, as well as new companies like Soundreef – both to represent writers and publishers and to make deals with foreign CMOs.
“It’s a great honor to partner with SESAC, a global leader with a world-class catalog and one of the premier Performing Rights Management organizations in the world, along with Audiam’s innovative technology to administer our catalog in the US,” KOSCAP COO Charles Park said in the press release announcing the deal.
Billboard is expanding its global footprint in Asia with the launch of Billboard Korea. The expansion, in partnership with Global Entertainment Media Group (GEMG), will be dedicated to the flourishing Korean music scene. Billboard Korea‘s first issue, Billboard K Vol.1, is scheduled for release in June. “We are thrilled to announce our expansion into Korea,” […]
aespa – “Spicy”
Agust D (Suga) – “People Pt.2” (Feat. IU)
AKMU – “Love Lee”
Anne-Marie, Minnie – “Expectations”
ASH ISLAND – “Goodbye” (Feat. Paul Blanco)
BIG Naughty – “Hopeless Romantic” (Feat. Lee Suhyun)
BIG Naughty – “With me” (The Interest of Love OST)
BSS (SEVENTEEN) – “Fighting” (Feat. Lee Young Ji)
BTOB – “Wind and Wish”
BTS – “Take Two”
BTS – “The Planet” (BASTIONS OST)
DAWN – “Dear My Light”
(G)I-DLE – “Queencard”
Hwasa – “I Love My Body”
IVE – “I AM”
J-Hope – “on the street” (with J. Cole)
Jay Park – “Candy” (Feat. Zion.T)
Jeon Somi – “Fast Forward”
Jihyo – “Killin’ Me Good”
Jimin – “Like Crazy”
Jisoo – “FLOWER”
Jungkook – “Seven” (Feat. Latto)
Kai – “Rover”
LE SSERAFIM – “UNFORGIVEN” (Feat. Nile Rodgers)
Lee Chae Yeon – “KNOCK”
Lee Mujin – “Ordinary Confession”
Lim Jae Hyun – “Heaven (2023)” (It Was Spring OST)
Lim Young Woong – “London Boy”
M.C the MAX – “Eternity”
MeloMance – “A Shining Day”
NCT 127 – “Ay-Yo”
NCT DREAM – “Candy”
NewJeans – “Ditto”
Parc Jae Jung – “Let’s Say Goodbye”
Paul Kim – “You Remember” (The Glory OST)
SEVENTEEN – “Super”
STAYC – “Teddy Bear”
Stray Kids – “S-Class”
Taeyang – “VIBE” (Feat. Jimin)
Taeyong – “SHALALA”
TXT – “Goodbye Now” (Love Revolution OST)
TXT – “Sugar Rush Ride”
V – “Love Me Again”
ZEROBASEONE – “In Bloom”
Zior Park – “CHRISTIAN”
A South Korean law firm representing three members of K-pop boy band EXO says the singers are pursuing legal action against their longtime label and management agency SM Entertainment over contractual issues related to “slave contracts.”
In a press release, Lin Law Firm claims it has represented K-pop stars Baekhyun, Chen and Xiumin — who are members of EXO and also perform together in a splinter trio unit named EXO-CBX — since March over pay and contract disputes with SM Entertainment, who debuted EXO in 2012 and are home to acts like TVXQ!, Girls’ Generation, SHINee, NCT and aespa.
Baekhyun, Chen and Xiumin (whose full names are Byun Baekhyun, Kim Jongdae and Kim Minseok, respectively) claim SM has shown a lack of payment transparency and required unreasonably long contracts extending beyond 12 years, according to a five-page document reviewed by Billboard that was sent by Lin Law Firm attorney Lee Jaehak.
The firm alleges that despite the trio signing exclusive, long-term contracts with SM, the K-pop company has not provided full data about the artists’ payments as they recently requested. Lin Law adds that the artists have always trusted SM’s payments despite Korean law requiring entertainment companies to provide updates on payment settlements twice a year.
Lin Law Firm also claims that SM has used its position in the K-pop market to force artists to sign with the company for longer than the industry standard seven years — deals it calls “slave contracts.” The firm says that SM automatically extends artist contracts by three years if the artist works overseas, which applies to Chen and Xiumin, as the two were originally part of the China-focused group EXO-M. Meanwhile, Baekhyun has released solo music in Japan and was a part of the U.S.-focused, Billboard 200-topping “supergroup” SuperM.
The final point in Lin Law’s document includes an apologetic message to fans and a pledge to resolve the dispute.
SM Entertainment has not responded to Billboard‘s request for comment. Baekhyun, Chen and Xiumin have not publicly commented on the matter, either.
Alleged “slave contracts” are a historically sensitive spot for SM Entertainment. In 2009, three of the original five members of boy band TVXQ! asked Korean courts to examine their 13-year contracts, citing extreme length and worries about payment distribution. Over the course of three-plus years of legal battles, singers Kim Jaejoong, Park Yoochun and Kim Junsu won the right to work independent of their SM deals and formed a new boy band named JYJ. By November 2012, the two parties mutually agreed to terminate the SM contracts, which would have expired in 2016 at the earliest.
As a result, South Korea’s Fair Trade Commission created a rule in 2010 that did away with so-called “slave contracts,” requiring entertainment companies to sign individuals for a maximum of seven years initially. Lin Law does not explain how SM could legally surpass the rule.
As members of EXO, Baekhyun, Chen and Xiumin helped lead K-pop’s international expansion with the group’s dual focus on releasing music in both Korean and Chinese. In April 2015, EXO set a new record for the largest sales week for K-pop artists in America at the time when its Exodus album sold 6,000 copies, according to Luminate. It held that record until late 2016.
EXO has scored five No. 1s on Billboard‘s World Albums chart, while EXO-CBX also topped the chart with its debut record Hey Mama! from 2016. All three members have also released solo albums, with Chen releasing a new song, “Bloom,” on May 30 through SM Entertainment. After several EXO members fulfilled their South Korean military duties, the group reunited for the first time in years. SM has confirmed the group would release a new studio album together this year.