These days, the keyword of the Hallyu Wave in Japan is five-member idol group TVXQ. TVXQ confirmed and cemented their status as top stars in J-POP by taking the number one title for two areas last week on the Oricon Charts, the barometer that most precisely measures the popularity of Japanese singers.
Recently in Japan the group was in the spotlight for their live concert DVD '4th LIVE TOUR 2009 ~The Secret Code in TOKYO DOME' that was released on the 30th last month which sold 171,000 copies in the first week of sales and rose to number one on the weekly Oricon Charts. This was because it was the first time that an Asian, non-Japanese singer had reached the top of the weekly Oricon DVD/Video Charts.
On the same day, the single 'COLORS ~Melody and Harmony/Shelter' released by the special unit group Jejung&Yuchun comprised of TVXQ members YoungWoong Jaejoong and Micky Yoochun reached the number one spot on the weekly Oricon CD Charts with 149,363 copies sold. To be able to reap such success with only two members proves TVXQ's popularity of the masses in Japan.
The Korean idol group that Japan is focusing on is TVXQ. As foreigners, how did they overcome linguistic and cultural barriers to rise to the top of J-POP?
-The Charm of being Different from Johnny's idols
It would not be an overstatement to say that Johnny's Entertainment has a monopoly over the Japanese boy band market. Johnny's, who has been able to efficiently cater to the tastes of female fans for tens of years, has held a firm grasp over the J-POP market.
The Johnny's groups such as Arashi, SMAP, NEWS, TOKIO, and V6 are even very famous in Korea and have taken the number one spot in all areas including broadcasting, movies, and performances. This is why, when TVXQ debuted into the J-POP market in 2005 with their first single 'Stay With Me Tonight', many people did not believe that the group would succeed at all.
However, TVXQ stole the hearts of the Japanese female fans with their charm that was different from that of the Johnny's Entertainment idol groups. Their secret was the fact that they were a group who had impeccable singing and dancing skills. This is similar to the secret of BoA's successful entrance into the female idol market in early 2002.
Johnny's idols focus more on performance, image making and looks rather than vocal abilities to charm their female fans. Although they use nasally voices frequently and the singing is not up to par, these idols made their image through variety shows, dramas and movies to collect a large fanbase which led them to victory in the music market.
When TVXQ first debuted in Korea, they dubbed themselves an 'a cappella dance group' and showed off great harmonies and live skills. They did not lack in the dance aspect, which is the biggest contributor to an idol group's success, with member U-Know Yunho excelling in genres such as hip hop and jazz dance; they threatened the Johnny's groups with their more diverse performances.
When it came to looks, they did not, as Johnny's idols did, go for the Japanese women's favored thin, short and 'flower boy' look but tried continuously and succeeded in bringing out each member's individual personality as well as giving off a manly presence with their tall statures and fit bodies.
-One Step at a Time... The Continuous Challenge to Reach the Top
BoA was able to settle into the position of a top star in less than a year since her Japanese debut. In 2002, her first Japanese album 'LISTEN TO MY HEART' sold almost 1 million copies, reached first on the weekly Oricon Charts and garnered much attention.
Indisputably the greatest success story of a Korean singer entering the J-POP market, BoA's secret was her integration strategy. Thanks to her efforts of attempting to understand and detect the Japanese culture as well as to learn the language made it possible for her not to give off the foreigner vibe when appearing on variety shows. This was her secret of gaining mass popularity in a short amount of time.
However, as TVXQ was neither as fluent in the language nor focused in only Japanese activities as BoA was, it took TVXQ longer to reach the top of J-POP. The first time they reached the number one spot on the weekly Oricon Charts and became well-known to the public was early 2008 when they released their 16th single 'Purple Line'.
Although 'Purple Line' took the number one spot, the single did not have high sales and was not recognized at a large scale. Some even said, 'Only older Japanese women who have fallen for the Hallyu Wave like them,' and 'Korean TVXQ fans must be buying the singles in mass amounts in Japan to raise the rankings.'
TVXQ did not falter and continued to adapt to their surroundings while flying back and forth Korea and Japan. They gathered more Japanese fans by performing on every stage possible, whether it be big or small. Record company AVEX Entertainment, who nurtured BoA to the status she is at now, recognized TVXQ for their perseverance and hard work and supported them wholeheartedly.
Their hard work and mind set has come through in their two number one titles on the weekly Oricon Charts and in their album sales which are extremely comparable to those of the past. Selling 170,000 DVDs and 150,000 singles in one week, TVXQ is evolving into an extremely skilled idol group who can dare be called top stars in J-POP.
Source: [donga+DNBN]
Translation credits: jeeelim5@tohosomnia.net
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