I recently learned more about NCT 127’s Superhuman controversy, and it seems to reflect a recurring pattern in SM Entertainment’s approach to the Western market. I hadn’t realized they tried with NCT 127 in a way similar to SuperM. I’ve noticed that SM’s Western expansion efforts often feel experimental rather than fully committed. Instead of building long-term visibility, their attempts seem rushed, underdeveloped, or abandoned too quickly when results don’t meet expectations. This was also the case with Superhuman, where SM appeared eager to break into the Western market but failed to sustain momentum with proper follow-through in promotions.
Despite these efforts, SM still seems to prioritize Asia overall, possibly due to fan expectations. SM fans have been vocal whenever the company shifts focus toward the West, whereas YG and HYBE artists tend to receive more acceptance in Western markets. It also seems that Western expansion isn’t a major long-term priority for SM. While YG and HYBE have made sustained efforts to grow their presence in Western markets, SM’s approach feels more cautious. Without consistent investment in promotions, collaborations, and marketing strategies, it’s difficult to build a lasting Western fanbase. If SM committed to a long-term strategy—similar to how K-pop companies nurture their presence in Japan—would their Western market success look different?
One interesting contrast I’ve noticed is that K-pop artists generally have fewer total listeners compared to Western niche artists but still sell out arenas, chart more easily, and drive higher album sales. This suggests that fandom dedication matters more than just the number of listeners or fans in a country.
This raises an interesting thought—if SM fans showed more engagement in Western-focused efforts, would SM change its approach? Not that it’s a fan’s responsibility to push for change, but looking at groups that successfully expanded to the West, their fans were often the driving force—and the labels followed suit.
What do you think?
Am I wrong? Am I missing context? Since I don’t follow K-pop as closely, it’s possible I’m looking at this from too broad of a perspective. Would love to hear thoughts from those who know more.
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