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 Korean K-pop girl group with a five-year debut history, has ventured into Japan's major-label market for the first time. This transition is grounded in the Japanese aesthetic of "kawaii," which emphasizes cuteness and is deeply ingrained in the country's unique idol culture. As a six-year-old group, LIGHTSUM aims to reboot its image and appeal in the overseas market.
The six-member ensemble—Sangah, Chowon, Nayoung, Hina, Juhyeon, and Yujeong—unveiled their debut mini-album, "Re:idol," on September 23, signaling a complete overhaul of their identity for the Japanese debut.
Post a two-year hiatus, LIGHTSUM embraced the kawaii concept to distinguish itself from typical K-pop girl-group standards. This shift in image entailed a reimagining of makeup, stage wardrobe, and poses. The kawaii aesthetic represents a stark contrast to LIGHTSUM's established Korean image, signaling the group's active participation in Japan's participatory fan culture.
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
