Posted November. 30, 2017 08:23,
Updated November. 30, 2017 09:23
More than 13,000 fans cried out “Daiski!” or “I love you!” as Korean girl group Twice went up the stage to receive the “Group Award of the Year” at the Yokohama Arena in Japan at 8 p.m. on Wednesday.
The 2017 Mnet Asian Music Awards (MAMA), which marks its 19th anniversary this year, has been held abroad since 2010. The MAMA had been hosted so far in Chinese regions such as Hong Kong and Singapore, but this year’s event was held in Japan for the first time. Some analyze that this implies the revival of the Korea wave in Japan.
AKB48, the most popular local girl group in Japan, also participated at the K-pop awards ceremony and created a joint stage with Korean singers, showing convergence of K-pop and J-pop.
“We have decided to hold the MAMA in Japan, which we believe it will ignite the revival of the Korean wave at a point when K-pop is becoming popular once more in Japan,” said Kim Hyun-soo, head of the convention business department at CJ E&M, who directed the ceremony.
Korean pop stars such as Twice and BTS targeting Japanese teenagers are at the center of the Korean wave. They have drawn young people through SNS and YouTube rather than relying on agencies in Japan. A case in point is the “TT posture,” a dance move that become popular even before Twice have entered the Japanese market. The TT posture has recently ranked No. one for the trend of the year in Japan, which was designated by teens. In December, Twice will appear at the annual New Year's Eve music show "Kohaku Uta Gassen, which is one of the most famous music festivals in Japan. It is the first time for a Korean singer to participate the festival since 2011 when Kara and Girls’ Generation were featured.
Some point out that the export of the Korean wave needs to be diversified. “We also need to take interest in South America, Middle East and Africa, which have a large population and a continuous growth in Korean wave contents,” said Kim Hwi-jeong, a legislative researcher at Education and Culture Team of the National Assembly Research Service.