Jyunky Targets the Global Market With an SNS-First Strategy That Challenges Conventional K-Pop Debut Models

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Jyunky, who has built a solid career across the Korean, Chinese, and Japanese entertainment markets as a singer, MC, and model, is introducing a new paradigm to the K-pop industry in his role as a management producer.

Now in his third year of operating his own management company, Jyunky has recently assumed the role of director for K-ISS, a TikTok-based global group, signaling the beginning of a full-scale global expansion. Departing from the industry's standardized debut framework, he has adopted a social media-driven approach that prioritizes fandom formation before official activities begin. This strategy, which focuses on securing an audience through SNS platforms ahead of formal promotions, has drawn increasing attention within the industry.

Regarding the project, Jyunky stated that differentiated strategies are essential in today's global environment, noting that globalization has been established as the top priority across all aspects of his management operations. He also expressed strong confidence in K-ISS's member lineup and group chemistry, emphasizing his belief in the group's ability to successfully establish itself in the market.

Having previously experienced team-based activities himself before transitioning into production, Jyunky also shared guidance for emerging artists. He emphasized that mutual understanding and compromise are fundamental to successful group activities, highlighting his role as a mentor committed to helping each member's individual strengths come through.

In addition, Jyunky pointed out that overseas activities require more than language proficiency alone. He stressed the importance of a deep understanding of local cultures and histories, as well as continuous efforts to differentiate oneself in an increasingly competitive global market.

Meanwhile, Jyunky plans to continue pursuing his career as an artist alongside his work as a producer. He revealed plans to personally compose and release a solo album in the city pop genre next year, reflecting his own musical identity.

Jyunky's continued drive toward both professional growth and personal artistic goals is expected to generate new synergy in the global entertainment market, aligning closely with K-ISS's expanding international activities.

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