Despite growing global demand, K-pop groups encounter challenges in reaching distant markets like Europe and Latin America. This is highlighted by Seventeen's recent European debut and upcoming return to Latin America, underscoring the industry's efforts to bridge these geographical gaps.
Entertainment agencies tackle logistical, and financial challenges in expanding marketsAs agencies work to bridge these gaps, efforts to engage international fans — particularly in untapped regions — are gaining momentum, significantly reshaping the rapidly growing industry.K-pop boy band Seventeen performs onstage as headliners of the Lollapalooza Berlin in September. headlines
Fans of K-pop boy band Seventeen watch the group perform onstage during Lollapalooza Berlin in September.This year marked SEVENTEEN's first-ever performance in Europe in its nine-year career — a significant, although somewhat belated, milestone considering its massive global fanbase. The group made its European debut in June as headliners at the Glastonbury Festival in the U.K., followed by a performance at Lollapalooza Berlin in Germany in September.
While SEVENTEEN’s absence from Europe was not due to neglect, but rather the cancellation of their planned concerts in Madrid, Paris, London, and Berlin because of the COVID-19 pandemic, the challenge of performing in distant regions extends beyond the group, affecting many K-pop acts aiming to reach international audiences.
Speaking with The Korea Times, a K-pop industry insider explained the possible reasons for this hesitance, citing the logistical challenges of including far-flung regions in tour schedules. Fans of K-pop act NCT DREAM wave NCT's official light sticks during the Latin American leg of the boy band's world tour at the Palacio de los Deportes, Mexico City, in September. To address these challenges, K-pop agencies have been working to strengthen their footholds in distant regions. In July, JYP Entertainment launched a subsidiary, JYP Latin America, to expand its presence in the music market across Central and South America.
"I've seen the efforts of companies like Ocesa to bring K-pop back post-pandemic," Santiago said."It's crucial for major K-pop agencies to equally invest in the Latin American market, which has been an important hub for the music industry for years."
K-Pop Seventeen Europe Latin America Global Expansion
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