JYP Entertainment establishes U.S. branch of company

JYP Entertainment has estabilished JYP USA, said the entertainment agency on Tuesday. [JYP ENTERTAINMENT]

JYP Entertainment has established JYP USA, the entertainment agency said on Tuesday,

"We created JYP USA to establish a base in the North American market where the popularity of K-pop continues to expand," the agency said in a statement.

JYP USA will be responsible for launching JYP Entertainment's singers in the region as well as carrying out their promotional activities.

JYP USA also plans to discover and foster local talents in North America, similar to when the agency worked with Sony Entertainment Japan to create the Japanese girl group NiziU in 2020.

JYP has consistently shown its interest in expanding K-pop in the U.S. market. Last month, it announced partnership with Republic Records under Universal Music Group, the largest label in North America.

Republic Records CEO Monte Lipman commented on the creation of JYP USA, stating that "the establishment of JYP USA is a result of the natural progression of J.Y. Park’s vision and JYP’s outstanding management capabilities" and that through JYP USA, "K-pop is expected to expand around the world and TWICE, Stray Kids and ITZY will have even greater achievements in the United States."

JYP is one of the four K-pop powerhouses in Korea, the others being SM Entertainment, YG Entertainment and HYBE Corporation.

Founded in 1997, the agency currently represents girl groups ITZY and Twice; boy bands Stray Kids and 2PM,

BY LEE JIAN [lee.jian@joongang.co.kr]