I’ve been following K-pop since a long time and every time I look at JYPE’s marketing, I just get frustrated. It feels like they’ve had a decade to figure this out but somehow the same problems keep happening over and over. Here’s what I mean: 2nd Gen Era (2010–2014) Wonder Girls – After their US debut attempt flopped, their Korean promotions slowed down and they lost momentum. They had so much potential but it felt like JYPE just… gave up instead of rebuilding hype. Miss A – “Bad Girl Good Girl” blew up, but after that, inconsistent comebacks, long gaps, and minimal promotion basically killed the buzz. They should’ve been a top girl group for years, but nope. 2PM & 2AM – 2PM had a loyal fandom but were sidelined when the company focused on newer projects. 2AM barely got any promotion compared to ballad groups from other companies. 3rd Gen Era (2015–2019) Twice – Don’t get me wrong, Twice’s rise was huge, but even during their peak JYPE relied way too heavily on the “cute concept” image. The pivot to mature concepts (“Fancy,” “Feel Special”) was almost too late, and their international marketing lagged behind competitors. Day6 – One of the most talented bands in K-pop, yet almost no variety show appearances, poor MV promotions, and zero push to get them known outside their niche fanbase. GOT7 – This one still hurts. Amazing global fanbase, but JYPE gave them the bare minimum in Korean promotions, and international schedules were often a mess. Their comeback teasers were random, and merch quality was questionable. They basically promoted themselves. 4th Gen Era (2020–2025) ITZY – Debuted with a bang (“Dalla Dalla” was everywhere), but JYPE’s overuse of the “girl crush” concept without evolving it led to fatigue. International promotion feels awkward — either too slow or suddenly rushed. NMIXX – Their debut was all over the place. The song (“O.O”) had potential but the mix of genres wasn’t explained well, and they didn’t market the group’s concept clearly. Also, the teasers felt disconnected from the actual MV. They’re super talented, but the rollout didn’t help them. Xdinary Heroes – Barely any promo compared to other JYPE groups, and when they do have content, it’s not pushed enough for casual listeners to find them. The Pattern It’s not like JYPE can’t produce good music or talented idols — they clearly can. The problem is: Long gaps between comebacks for some groups, while others get oversaturated. Confusing or outdated concept marketing. Lack of international strategy until it’s too late. Weak follow-up after a big hit — they ride the wave, then disappear. It’s been 15 years and the same issues keep repeating. You’d think they’d have studied what worked and what didn’t by now, but nope. submitted by /u/Critical_Year_4762 [link] [comments]
