&TEAM Aims to Leap Forward as Global K-Pop Artists with Korean Debut Showcase
&TEAM, a nine-member boy group that has gained immense popularity in Japan as HYBE's first localization group from an overseas corporation, has finally announced their Korean debut with the release of their Korean mini-album 'BACK TO LIFE' and a commemorative showcase. &TEAM, which debuted in Japan in 2022, consists of seven Japanese members excluding leader EJ and Nicholas. They have built a solid fan base in Japan, receiving million-seller certifications from the Recording Industry Association of Japan for every album released. This Korean debut is expected to be an important stepping stone for &TEAM to become global top K-pop artists. &TEAM's Korean debut album contains six tracks that capture the growth process of the nine members, showcasing &TEAM's unique musical color from rock hip-hop to retro R&B. HYBE Chairman Bang Si-hyuk and producer Soma Genda have been involved since the team's inception, with numerous global hitmakers participating to enhance the album's quality. &TEAM's Korean debut is attracting great attention not only from K-pop fans but also from the global music market. &TEAM plans to showcase their charm in the home of K-pop through this Korean activity and further strengthen communication with global fans. &TEAM's Korean debut is raising expectations for their future activities.
According to &TEAM's leader, EJ, the biggest characteristic and charm of the K-pop system is 'the optimal system for discovering and nurturing various talents such as dance and singing from a young age,' and he mentioned that it can create attractive artists. This K-pop system has played an important role in &TEAM members growing into global artists. Member Harua also said, 'I had the opportunity to work on a new stage' after hearing about the Korean debut, and 'I think I'm closer to my dream of becoming a global artist.' This shows that K-pop's high level and systematic training system provided &TEAM with an opportunity for a new leap forward. &TEAM is actively utilizing K-pop's localization strategy for their Korean debut, and they are making extraordinary efforts, such as studying Korean while watching Korean entertainment programs. In particular, Harua showed his efforts to increase his understanding of K-pop culture by practicing cute expressions for 'jikcam' and 'ending fairy,' which can only be seen in Korea. &TEAM's positive perception and efforts toward the K-pop system show how actively they are growing within the K-pop system and how thoroughly prepared they are to successfully settle in the Korean market. &TEAM's positive perception and efforts toward the K-pop system show their potential to shine even more on the global stage beyond Korea.
For &TEAM, who debuted in Japan and gained great popularity, their debut in Korea, the home of K-pop, has a special meaning. Member Jo said, 'It's an opportunity to show our charm to those who don't know us well,' and expressed his ambition to show Korean fans how they have grown over the past three years. This shows &TEAM's will to further solidify its position as a K-pop group through the Korean market, using its success in Japan as a stepping stone. In particular, one of &TEAM's goals for their Korean debut is 'to win first place on Korean music shows.' Jo emphasized that Korean music shows are stages watched by fans around the world, and he wants to give fans a proud moment by winning first place. This goal shows that &TEAM understands the symbolism and ripple effect of K-pop music shows and is making a strategic judgment that success in the Korean market will lead to an increase in global awareness. &TEAM is raising expectations for their activities in Korea based on their success experience in the Japanese market and their understanding of the K-pop system. &TEAM's Korean debut goes beyond simply expanding their activities and shows their sincerity and vision to communicate with global fans through K-pop. Attention is focused on whether &TEAM will be able to achieve their ambition by winning first place on Korean music shows.
&TEAM's Korean debut presents a very interesting case in K-pop's global expansion strategy. The strategy of entering Korea, the home of K-pop, after establishing a successful base in Japan will provide &TEAM with a familiar environment and a new challenge at the same time. The members' positive perception of the K-pop system and their efforts to learn Korean and actively adapt to the local culture seem to be important factors for &TEAM to successfully settle in the Korean market. In particular, setting a specific goal of 'winning first place on Korean music shows' shows that &TEAM is fully aware of the competitiveness of the K-pop market and has a strong will to further expand its global fandom through this. I hope that &TEAM's Korean debut will present a new localization model within the K-pop industry and have a positive impact on artists from various countries advancing to the global stage through K-pop. &TEAM's growth will be an opportunity to reaffirm the global influence of K-pop, and it is worth paying attention to what kind of performance they will show in Korea in the future.
Source :https://blog.naver.com/newscake/224056775554
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