An acronym for American 2 Korea, the project set out to produce 'the very first American girl group trained through the K-pop system.'
in a video announcing the concept. That multifaceted methodology of finding, developing, and promoting its artists to international audiences is vital to K-pop's massive success abroad — and its future in the Western music market.
First, it's about looking at K-pop not as a billion-dollar industry but as a lucrative business model.in which major labels break new acts, and the savviness of K-pop's systematic approach to artist development becomes apparent. These days, a TikTok hit can guarantee a record deal, but it can't promise longevity.
With these strategic label partnerships and joint ventures, K-pop isn't just exporting its artists overseas — it's selling a model that companies can adopt across various music markets. JYP founder J.Y. Park has described this as " ." In 2020, the company launched NiziU, a Japanese girl group co-managed by JYP and Sony Music Entertainment Japan. They were formed via a competition series that put Park at the helm of the decision-making, not unlike. SM Entertainment founder and former chief producer Lee Soo-man constructed an entire manual around "cultural technology," a formula for growing K-pop's global influence by localizing its marketing strategy by region.
, a supergroup formed in 2019 by SM Entertainment and Capitol Music Group that debuted in Los Angeles.
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