Why Do Some K-pop Groups Flourish Internationally But Struggle Domestically? An Analysis of ITZY and ATEEZ
When discussing the global appeal of Korean pop (K-pop), it often comes up that certain Korean girl groups like ITZY and boy groups like ATEEZ have been embraced more warmly by international fans than their domestic counterparts. But why is this the case? This article delves into the factors that contribute to these differences in fanbase and popularity, using ITZY and ATEEZ as case studies.
Understanding Fanbase Differences: ITZY and ATEEZ
The differing levels of popularity for ITZY and ATEEZ between Korean and international fans can be attributed to several factors that impact how music and concepts are received differently across various cultural and media landscapes.
ITZY: Why the Gap with Domestic Fans?
1. Musical Style
One of the most striking differences is in the musical style. ITZY's music often features a bright, catchy sound and empowering themes that resonate well with international audiences, especially younger listeners. In contrast, some Korean listeners may prefer different musical styles or themes that are more prevalent in the domestic market. The soft, gentle melodies of groups like BTS and TXT have captivated many Korean audiences, and ITZY might find itself in a niche that prefers a brighter and more uplifting sound.
2. Concept and Image
ITZY promotes a strong image that aligns well with international tastes, but not necessarily with all domestic audiences. The group's empowering and vibrant concept has garnered significant international acclaim, with fans worldwide appreciating their unique aesthetic and empowering messages. However, in Korea, idol behavior, aesthetic, and musical themes might be expected to adhere more closely to traditional norms, which ITZY may not fully conform to.
ATEEZ: A Comparative Analysis
1. Music Style
The story of ATEEZ, on the other hand, can help us understand why some groups may struggle domestically. ATEEZ's music style is more pirate-like and neon, which is not as popular in Korea. Despite this, ATEEZ has had success in Korea with songs like Wave and Turbulence, which were massive hits. However, these successes might not translate as well to the global stage due to the different tastes within the K-pop market.
2. Concepts
The so-called “soft boy” concept is much more popular in Korea than internationally. This can be seen with groups like Seventeen, who have found significant domestic success due to their soft boy image. ATEEZ's pirate concept has remained consistent, limiting their appeal to a more niche international audience.
Fanbase and Competition Dynamics
1. Competition in the Industry
The highly competitive K-pop industry can also play a significant role. ITZY faces stiff competition from other girl groups that may have a stronger following in Korea, which can impact their domestic popularity. For ATEEZ, the market preference for softer styles like BTOB might naturally push ATEEZ to a niche.
2. Cultural Context
The cultural context in Korea can influence music preferences. Domestic fans may have different expectations for idol behavior, aesthetics, and musical themes compared to international fans, who may be more influenced by global trends and the group's international activities.
3. Media Exposure
International fans often engage with K-pop through platforms like YouTube and social media, which can amplify their enthusiasm for groups like ITZY and ATEEZ. In contrast, Korean fans may consume music more through local channels, leading to different exposure levels and, consequently, varying levels of popularity.
Conclusion
While both ITZY and ATEEZ have substantial fanbases both domestically and internationally, the factors discussed above contribute to the differences in their popularity levels between the two audiences. By understanding these nuances, we can better appreciate the complexities of the K-pop market and the unique challenges faced by these groups.