Why LIGHTSUM chose 'kawaii' concept for Japan debut
A five-year veteran K-pop girl group has taken the rare step of launching its Japanese major-label debut. LIGHTSUM, which debuted in Korea in 2021, has embarked on a new venture built around "kawaii" — the Japanese aesthetic centered on cuteness — leaning into the country's distinct idol culture. Now in its sixth year, the group is seeking a fresh start in Japan by abandoning its established…
LIGHTSUM, a K-pop girl group that debuted in South Korea five years ago, is venturing into Japan's music scene with a bold new aesthetic. The group has opted to adopt the "kawaii" concept, which emphasizes cuteness and is deeply rooted in Japan's unique idol culture.
In contrast to their established style, LIGHTSUM will be starting fresh in Japan, releasing their debut mini-album, "Re:idol," on September 23. This new album marks the group's attempt to reinvent themselves and appeal to the domestic market. The release comes after a two-year break from the music scene.
To embody the kawaii concept, the six-member group has undergone a complete makeover. They have transformed their makeup, stage wardrobe, and poses to align with the bright and charming aesthetics favored by Japanese idols. This shift in image represents a significant departure from the standard conventions followed by K-pop girl groups.
Unlike their Korean counterparts, LIGHTSUM is actively embracing the participatory fan culture that is prevalent in Japan. They aim to connect with their audience on a deeper level by immersing themselves in the local idol culture and catering to the preferences of Japanese fans.
Written by urgent.news from The Korea Times's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
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- Why LIGHTSUM chose 'kawaii' concept for Japan debut koreatimes.co.kr
