TAIPEI, CHINA – AUGUST 09: Members of South Korean girl group aespa perform on the stage during 2024 … [+] aespa Live Tour – Synk: Parallel Line on August 9, 2024 in Taipei, Taiwan of China. (Photo by VCG/VCG via Getty Images)
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As one of the K-pop industry’s most prominent players, Kakao Entertainment is taking a significant step toward expanding its global influence by partnering with China’s NetEase Cloud Music. This partnership is viewed as a strategic move to extend K-pop’s presence in China, marking a milestone in the evolving but historically tense relationship between the two countries’ entertainment industries.
Announced on October 24, 2024, the agreement will allow Kakao Entertainment to distribute a wide array of K-pop songs to Chinese listeners through NetEase Cloud Music, one of China’s largest music streaming platforms. Currently, Kakao Entertainment houses chart-topping artists like IU and STAYC, as well as labels like Starship Entertainment (home to artists like Monsta X, IVE and CRAVITY) and IST Entertainment (who house Apink, The Boyz and VICTON), and has acted as a distributor to many labels through the years including still owning some distribution rights to music by many internationally beloved acts. Kakao also scored a major coup last year when they officially acquired iconic agency SM Entertainment, which has influenced the K-pop scene for nearly 30 years through generation-defining artists like BoA, TVXQ!, Girls’ Generation, NCT, aespa and more.
The partnership covers simultaneous song releases in both South Korea and China. It encompasses promotional campaigns aimed at expanding K-pop’s fanbase within the country that the IFPI ranks as the fifth-largest music industry in the world, with a 25.9 percent increase this past year. Historically, K-pop companies and groups have recruited China-based artists and recorded music in Chinese for better chances in reaching the market. Starship Entertainment’s girl group WJSN was made in partnership with a label based in China to feature Korean and Chinese members, while top groups including EXO, GOT7, SEVENTEEN, (G)I-DLE, NCT, EVERGLOW, Loossemble and more recruited stars from China. Kakao’s SM Entertainment even has its own Chinese boy band in WayV.
This collaboration reflects a warming in relations between Korea and China regarding pop culture, following several years of tension. In the past, political issues led to a freeze on cultural exchanges, with K-pop artists being largely excluded from major Chinese platforms, touring, and opportunities in the country due to an unofficial ban. However, this new agreement suggests that K-pop is being welcomed back to the Chinese market as a significant breakthrough given the country’s massive population, which is now showing its growing influence on the global music stage.
The two music giants began collaborating earlier in 2024 and the successful corporation cooperation has now blossomed into a long-term strategic partnership. Under the deal, NetEase Cloud Music will become the fastest platform in China to upload Kakao Entertainment’s newly released K-pop tracks. This not only accelerates the flow of Korean into China but also boosts the platform’s appeal to Chinese fans of K-pop, especially among the country’s digitally focused Millennials and Gen Z.
NetEase Cloud Music has gained recognition for its unique, highly personalized music recommendation system, which resonates deeply with its young user base. By integrating Kakao’s diverse catalog of K-pop music (which includes the distribution of past releases by internationally beloved acts like SEVENTEEN, (G)I-DLE and Jessi) with a cutting-edge platform, both companies hope to enhance the listening experience for Chinese fans, making them feel even more closely connected to their favorite Korean artists and songs despite existing barriers.
SHANGHAI, CHINA – AUGUST 29: In this photo illustration, The NetEase Cloud Music app is displayed … [+] on a smartphone in an arranged photograph on August 29, 2021 in Shanghai, China. (Photo by Fan Jianlei/JIEMIAN NEWS/VCG via Getty Images)
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Kakao Entertainment’s decision to deepen its ties with China through this partnership aligns with its broader global strategy seen since acquiring SM last year. The company has been actively working to build a robust international distribution network with eyes set on markets in North America, Europe, and the Middle East. The collaboration with NetEase Cloud Music strengthens Kakao Entertainment’s foothold in Greater China and opens doors for further expansion in the region.
Kakao Entertainment Brings China “Closer to K-Pop”
“We are thrilled that we can steadily showcase Kakao Entertainment’s broad range of K-pop assets to Chinese fans,” NetEase Cloud Music said in a press release. “Through comprehensive cooperation with our new partner, we will help our users enjoy a richer array of K-pop songs.”
In its own statement, Kakao Entertainment echoed the significance of this collaboration. “This partnership with NetEase Cloud Music will allow Chinese fans to communicate with and feel closer to K-pop and its artists through a greater variety of content,” the corporation said. “We will leverage collaborations with our international partners to strengthen the competitive edge of our global distribution channel and lead the expansion of K-pop’s global network.”
The partnership comes when K-pop’s global presence is stronger than ever, and China’s vast market represents an important frontier for its continued growth. Despite the political tensions that previously limited cultural exchanges between China and South Korea, this new deal signals that the door to the lucrative Chinese market may be reopening for K-pop. As the partnership between Kakao Entertainment and NetEase Cloud Music develops, it may serve as a blueprint for future collaborations between Korean companies and Chinese platforms, further cementing K-pop’s role as a dominant force in the global music industry.