On March 15, JYP Entertainment confirmed that it has established JYP USA, the company's official U.S. branch.
The agency revealed in a statement, "JYP USA was established with the goal of securing a strong foothold in the North American market, where K-Pop is increasingly expanding its strong foundation as a global culture, as well as to foster strategic growth and attempt new projects in the future."
Earlier this year in February, JYP Entertainment strengthened its partnership with U.S. agency Republic Records, which aids groups like TWICE, Stray Kids, and ITZY in their North American promotions. JYPE plans on continuing its collaborative efforts with Republic Records in managing these artists, while new artists including Xdinary Heroes and NMIXX will begin expanding their global promotions under JYP USA.
Finally, JYP USA is also seeking to discover new, talented artists in North America, applying successful tactics demonstrated in the agency's first native Japanese girl group, NiziU.
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I'm puzzled by the timing for this move. I expected Twice to wrap things up this year. ITZY doesn't have a large enough library, and NMIXX's debut song was a mess. Is this all about Stray Kids? Covid messed up a lot of tour opportunities, so maybe Twice will get an extension in order to do some USA shows. I hope so.
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