Debuting Multinational Members Is The Naturally Flow Of KPOP (ft. Jeon Somi, Lisa, Minnie, VCHA)
Mixed-race and foreign idols have become a localization strategies for KPOP companies.
Jeon So-mi is the person who broke the prejudice that it is difficult a Western-looking idol to debut. As a mixed Korean-Canadian citizen, she made her debut as the final No. 1 on season 1 of Mnet’s music survival program “Produce 101” and became the center of I.O.I.
Starting with Jeon So-mi’s success in the K-pop market, mixed-race members with exotic appearances and idol members from foreign countries began to appear more and more. For example, Lisa of BLACKPINK and Minnie of (G)I-DLE are the representatives Thai artists in KPOP.
Lisa is a Thai from Bangkok, the capital of Thailand. Lisa became the first purely foreign artist of YG Entertainment, and has been in the spotlight in the local and international music markets for her exotic appearance. Because of this, Lisa is credited with greatly contributing to BLACKPINK’s overseas expansion.
Unlike Lisa, Minnie of (G)I-DLE was notable for her Asian appearance and good Korean skills. Fellow member Miyeon used to share, “When I first met Minnie, I thought she was Korean.” Leader Jeon So-yeon strategically revealed Minnie’s identity to the public with the lyrics “I’m left-handed Thai, but they think I’m Korean” in the song “i’m the TREND.” Minnie herself became a representative foreign idol in KPOP by promoting Thailand and highlighting her identity.
JYP has taken the first step toward localization, with many foreigners of various nationalities active as K-pop idol members. Especially, they debuted the group VCHA in January, with members who are Asian, white, black, Hispanic, and American-Vietnamese.
“The band was created to target the U.S. market with localization strategies,” said Kim Heon-sik, a pop culture critic. “In the past, rookies were able to establish themselves in Korea by creating a sensation. However, it is not easy now because fandom is evenly distributed among idols of the previous generation. Therefore, it is advantageous for rookies to target overseas markets,” he said of the background of the multinational group’s debut. Critic Kim Heon-sik added, “The race of the members is not a concern of the American public. It may become a hot topic as multinational multi-ethnic members are unfamiliar only in the Korean market, but it is just natural overseas.”
Regarding the prospects of K-pop’s localization strategy, Kim Heon-sik said, “It can be difficult to expect results in a short period of time. Even if there is no tangible result right now, we have to wait and see for three to four years. It is important to take some time to follow the roadmap.” “If HYBE’s six-member multinational girl group “KATSEYE” and JYP’s “VCHA” produce tangible results, the number of multinational groups will increase further,” Kim Heon-sik said.
