KATSEYE aims for global appeal beyond K-pop

HYBE Labels' multinational girl group, KATSEYE / Courtesy of HYBE Labels, Geffen Records

KATSEYE, a multinational girl group under the K-pop powerhouse HYBE Labels, is beginning its journey to create music that transcends the boundaries of K-pop, with the goal of captivating a broader global audience.

Formed through the audition program "The Debut: Dream Academy," which attracted over 120,000 applicants from all over the world, KATSEYE is the first joint project between K-pop giant HYBE and Geffen Records from the U.S. The group stands out as HYBE’s first U.S.-based girl group, designed from the outset to target a global audience, yet formed through the rigorous training process typical of K-pop.

Making the first official visit to Korea since their debut, the group shared their experiences and aspirations within the K-pop industry during a press conference at HYBE's headquarters in Yongsan District, Seoul, Wednesday.

This photo provided by Hybe shows the 20 contestants of the K-pop company's global audition project to recruit members for its first girl group based in the United States.

"We've been eager for this moment and we can't wait to show everyone our performances and conduct interviews. We're just so excited," said Lara, an American Tamilian Indian member of the group.

Although KATSEYE follows K-pop's traditional management approach, its global ambitions are evident in its diverse lineup. The group features Daniela, Lara and Megan from the U.S., Manon from Switzerland, Sophia from the Philippines and Yoonchae as the sole Korean member.

This diverse composition has raised some questions about the group’s identity, with some wondering whether KATSEYE should be considered pop singers or K-pop idols.

However, drawing inspiration from global pop icons like The Pussycat Dolls and Spice Girls, as well as K-pop stars such as Le Sserafim, KATSEYE explained that they envision themselves carving out a unique space that bridges these distinct genres.

KATSEYE members, from left, Lara, Yoonchae, Daniela, Manon, Megan and Sophia pose during a press conference at HYBE Labels headquarters in Seoul's Yongsan District, Wednesday. Courtesy of HYBE Labels, Geffen Records

"I think one of our strengths is that we are a global girl group representing many different countries, so we're all very diverse and we all bring something very unique to the table. I think that is something that isn't really out there yet," said Manon, the Swiss member of the group. "And we're all very excited to be able to inspire young girls who look like us all over the globe."

Elaborating on the differences between K-pop groups and Western pop artists, Sophia, a member from the Philippines, said, "We've had an amazing experience training under K-pop's methodology. We have synchronized choreographies and we're able to work with each other in harmony as a team."

The multinational backgrounds of the members also presented challenges, particularly in adapting to the demanding life of K-pop trainees.

"I feel like the number one thing that I really learned was discipline and how hard you have to work to achieve what you want," Lara reflected. "I think that we really learned time management and we practiced extra hours, relentlessly working to achieve what we wanted."

Since debuting in June with its first single, KATSEYE quickly followed up with a second single, "Touch," and recently released its first EP, "SIS (Soft Is Strong)." The latest album features a total of five tracks, including "Debut," the double title tracks "Touch" and "My Way," as well as "I'm Pretty" and "Tonight I Might."

The album made a notable debut on the U.S. Billboard 200 chart, landing at No. 119 while also managing to remain on the chart for two consecutive weeks.

"I think it's so surreal entering the charts. It's literally our dream. It's amazing because we just started, and we have only one album, and we have a song on the chart. It's truly amazing, and we have worked so hard to get to this moment," said Daniela, reflecting on the group's success.

KATSEYE is currently gearing up for its Asian promotional tour, including stops in Korea, the Philippines and Japan, over two weeks. Yoonchae expressed her excitement about the tour, saying, "I'm happy that we can do this Asian promo tour, especially coming to Korea and finally being able to participate in music shows and promotions that I've always dreamed of."

The tour will also bring KATSEYE to the Philippines, home of group member Sophia.

"I'm so happy to go back to my hometown as a K-pop idol," she said, adding that fans can look forward to Korean, Japanese and Filipino versions of their song "Touch."