As Korean idol groups are currently invading Japan, the 'hallyu' (Korean Wave) which was once led by Korean dramas at the start of 21st centuary is now led by idol groups. 

Girl groups, especially SNSD, Kara and 4Minute are bringing in the new round of hallyu. On 26th October, SNSD earned themselves a first placing on the Oricon chart with Gee despite only debuting for 2 months. As a foreign girl group, this is the best result after 30 years since 1980 when English female group Nolans won the 2nd place. Kara, who has debuted a month before SNSD, was also 2nd on Oricon, proving the exceptional capabilities of Korean girl groups.

Reporters have analysed the secrets to success of "Idol Hallyu" in reference to the interview with SNSD on 2nd November.


1. Global Network

In the past, Korean idols like DBSK and BoA have entered the Japanese market through localising their songs to suit the taste of Japanese fans. This has changed lately. Idols now directly bring their popular songs to Japan from Korea. Their songs have already been familiar to Japanese fans through video hosting websites like Youtube. During showcases, the fans can even sing along in Korean. Japanese fans now like the original Korean flavour more. In fact, the number of fans from North America, Europe and South America using Youtube to know more about K-Pop is accelerating. TIME magazine has also stated that "K-Pop is being spread to previously isolated American and European markets through community media such as Youtube and Twitter".


2. K-Pop Style

The basic motor that drives hallyu is its difference in style from Japanese girl groups. In terms of singing and dancing, Japanese girls tend to express the cute teenage girl image. In addition, Korean girl groups dance vigorously and give amazing live singing performances. Their fashion, hairstyles and other features are also very unique. With a strong female image that is absent in Japan, it is easy to be unforgettable. Their Hip Hop, R&B and dances also absorb the essence of American and European music, creating a K-Pop of Eastern taste. This is just what it takes to meet the needs of picky Japanese fans. 

The director of Universal Japan commented in a Fuji TV interview,"Korean idol groups have reached a point of perfection in 5 areas, namely songs, singing, dancing, visuals, and entertainment. Such combination is not seen in Japan."


3. Idol System in Korea

Korean idols endure a long polishing process before they become "branded products". The strategy used is a business model of achieving success in Korea before exporting overseas:

Planning (as a trainee) → Product Display (debut) → Promotion (appear on TV shows) → Exportation(expanding to overseas markets)

Foreign languages learnt during training period can also come in handy at overseas promotions. In Korea, participating in variety shows, dramas, etc have also contributed to the quality of the celebrities' overall development in entertainment skills.


Source: Joins
Translation + Editing: kueensora @ 4minute.com