A recent online discussion on INSITZ has ignited a passionate debate among netizens about the relative lack of Western success of K-Pop groups from SM Entertainment compared to those of other major agencies. While SM Entertainment enjoys significant domestic success and actively engages in overseas promotion, the fact that none of their groups have yet landed a song on the Billboard Hot 100 has fueled the discussion.
The original poster’s questioned asked,”So why isn’t it working? Is it maybe because their songs cater more to Korean tastes? I know their music isn’t exactly weak, but relatively speaking, I just don’t get why they are so weak overseas.”
Some netizens explanations related to artistic choices and performance style, with one user stating,
“There is no group among the SM sunbaes that hit big like Bangtan did + they don’t compose nor write their own music + they lipsync + they usually just stick to the standard choreography on stage rather than enjoying themselves.” Another user echoed this sentiment, adding, “Rather than having fun on stage, it feels like they are just doing what they were taught?”
A contrasting viewpoint emerged, suggesting that SM’s focus lies elsewhere:
“They are super popular in China and SEA so I feel like they just don’t care about the West? They don’t care about the West. They are strong in SEA, China and Japan.”
However, as the thread gained traction and spread across the internet, more nuanced and diverse opinions surfaced.
One netizen offered a strategic analysis of SM’s approach to the Asian market: “also many sm groups focus in promoting heavily in asia, for years they have sub units for japan or china market , they make content in chinese and japanese .. until SuperM but we dont saw many sm idols having ‘west’ subunit. its like they have their hands full promoting for asia.”
Another user pointed to perceived failures in SM’s forays into the US market:
“when sm tried to promote aespa every single where in the usa (Coachella, Macy’s Parade and whatnot) and it didn’t work… SM groups don’t know how to act like americaboos. From an internationaler pov, newer groups feel like cosplay.”
The discussion also delved into musical style and perceived “authenticity,” with some user commenting,
“Because they’re talented but boring (IN MY OPINION) also SM is horrible at choosing who to promote over here. they sent NCT and SuperM and had them performing those weird songs only a K-pop stan would like. Most of their fans love acting like when a company puts out something easy on the ears then it’s “craving western validation” despite kpop always taking from the west anyway. I will say EXO and Red Velvet had the best chances because their music would’ve been popular here.”
“Western fans value the idea of authenticity. Members need to have writing credits and production knowledge, and really push that image like HYBE and JYP does.”
A recurring theme was SM’s perceived lack of long-term commitment to Western market penetration. One netizen stated,
“First, SM has always cared and focused more on Asia than the West. Second, SM’s songs still have a lot of that ‘k-pop’ feel to them while other groups are releasing songs with a more familiar feel to the songs they play in the West (an example is SM trying to make SuperM and Jopping go viral in the West). SM also only tries once and if it doesn’t work, they change course.”
What do you think of the differing opinions on SM Entertainment’s lack of presence in the overseas market? Let us know in the comment section down below!
