K-pop Artists Attract Global Attention, Prompting Japan to Take Drastic Measures

Considering Establishment of Asian Grammy Awards
"J-Pop Artists Complacent in Japanese Market"

The Japanese Agency for Cultural Affairs is considering establishing an Asian version of the Grammy Awards to encourage J-pop artists to expand overseas.

According to the Yomiuri Shimbun on the 27th, Shunichi Tokura, the head of the Agency for Cultural Affairs, said in an interview commemorating the agency's six months since relocating to Kyoto, "Japan has a relatively large domestic market, so the energy for artists to expand overseas is low," and added, "We want to hold a globally recognized music awards ceremony in Kyoto to promote J-pop abroad."

The Seoul finale performance of the world tour 'Born Pink' held at Gocheok Dome.
[Photo by YG Entertainment] [Image source=Yonhap News]

Minister Tokura is well known as a popular music composer who created many hit songs, including "UFO" by the once-popular Japanese girl group Pink Lady.

Unlike K-pop artists such as BTS, BLACKPINK, and NewJeans, who currently lead Asian popular music, J-pop artists tend to remain content with the Japanese market and have not actively pursued overseas expansion.

Minister Tokura expressed hope that the establishment of an Asian version of the Grammy Awards, similar to the Grammy Awards held annually in Los Angeles since 1959 that have played a role in spreading American pop music worldwide, would serve as an opportunity for Japanese J-pop artists to advance globally.