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The members of K-pop boy band WayV pose during a press event held to mark the  release of its fifth mini-album 'Give Me That' in Korea at the BlueSquare Mastercard Hall in central Seoul's Yongsan District, Monday. Yonhap

Created through globalization strategies, so-called “localized” K-pop groups are now turning back toward promotional activities in Korea. While some foreign-born idols are choosing to return to their home countries after gaining international experience here, others are starting from scratch to build popularity in Korea.

Localized groups are K-pop acts developed by Korean agencies with a focus on foreign markets. These groups, composed mostly or entirely of 카지노 non-Korean members, are modeled after the trainee system and style of K-pop but concentrate their activities on their respective regions.

This approach contrasts with traditional K-pop groups, which operate primarily in Korea except for international tours or overseas concerts.

However, recent trends have shown a shift back to Korea, with these localized groups aiming to capture fans in both Korea and abroad, contrary to the past emphasis on gaining popularity overseas.

A prominent example is the boy group WayV from SM Entertainment, which announced new activities in Korea with the release of its latest album on June 3.

WayV is a subunit of SM’s boy band NCT, featuring members of various nationalities including Chinese and Thai. WayV has previously focused on activities in China.

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