K-Pop Showdown: Hybe’s Katseye Soars While JYP’s VCHA Struggles

Hybe’s US-based girl group Katseye is making waves in the American market, while JYP Entertainment’s VCHA struggles to find its footing, highlighting the stark contrast in the two agencies’ K-pop localization strategies.

JYP confirmed Saturday that VCHA member Kaylee has departed the group, marking the second exit following KG’s departure last December. Originally a six-member act, VCHA has now been streamlined to a quartet just ahead of their planned comeback in the latter half of this year.

The group was formed through the A2K Project, a collaborative global audition program with Republic Records, a Universal Music Group subsidiary. Since their debut last January as JYP’s first US-based girl group, VCHA has released two pre-debut singles and two single albums.

However, none of these releases have made a significant impact on global music charts.

As of Wednesday, the music video for their debut track “Girls of the Year” has accumulated approximately 10.6 million views on YouTube over a year and a half. This pales in comparison to Katseye’s recent hit “Gameboy,” which surpassed 13 million views in just 18 days.

Last year, departing member KG stirred up controversy by criticizing JYP Entertainment’s training system, alleging it contributed to her eating disorder and invaded her privacy.

JYP Entertainment responded by expressing regret over what it termed false and exaggerated claims. Critics, however, argued that the traditional K-pop trainee system might be at odds with Western cultural norms that prioritize autonomy and personal freedom.

“Implementing the Korean trainee model overseas is a significant challenge,” an entertainment industry insider told Variety on Wednesday. “Local labor laws prohibit the intense, all-day training that’s standard in Korea, and even appearance or fitness management comes with restrictions.”

“Western trainees are often drawn to the glamorous side of K-pop they see in the media, but find the rigorous training lifestyle too demanding. Unlike their Korean counterparts, they’re less likely to persevere through sheer determination,” the source added.

In stark contrast, Katseye — formed under Hybe’s US-based audition program The Debut: Dream Academy last June — is gaining significant traction.
According to Billboard’s chart dated Tuesday, the group’s second EP “Beautiful Chaos” landed at No. 15 on the Billboard 200, after debuting at No. 4 the previous week, setting a new record for the group. The EP also held steady at No. 2 on both the Top Album Sales and Top Current Album Sales charts.

Their latest project showcases genre-defying sounds and ambitious choreography, cementing their presence in the global pop arena. Within a year of their debut, Katseye has already made inroads into major charts in both the US and UK, demonstrating that K-pop’s production system can successfully adapt to local markets while maintaining global appeal.

Hybe Chairman Bang Si-hyuk, known for his vision of exporting the K-pop business model across genres and borders, has been deeply involved in Katseye’s production. His hands-on approach, overseeing everything from music and choreography to visual direction, stands in sharp contrast to JYP’s strategy.

“Hybe appears to be fully committed to Katseye’s success,” another industry insider revealed to Variety. “Despite modest revenue figures, Hybe America is showing promising progress, backed by support from Geffen Records and ongoing investment from Hybe.”

“On the other hand, JYP Entertainment doesn’t seem as invested in promoting VCHA. Moreover, its US subsidiary, JYP USA, continues to underperform and has remained in the red since its establishment in 2022.”